Trends Snapshot: How big brands are achieving crowd-driven innovation

This article looks at the emerging trend of 'crowd companies' - major brands that are looking to external partnerships, such as with their customers, communities or small start-ups, to influence manufacturing, innovation and sales processes.

Trends Snapshot: How big brands are achieving crowd-driven innovation

This Trend Snapshot includes:

  • Trend overview: what it is and why it's important

  • What it means for brands: expert practitioner insight

  • Brands ahead of the curve: examples from General Electric, Patagonia and Nordstrom among others

  • What can we expect: where this trend might lead

  • Next steps: how to get involved

  • Further reading: where to find more on this subject

Trend overview

Two core priorities for major brands are innovation (in terms of products and services) and customer-centricity (in terms of responsiveness to consumer needs and...

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