(Con-)figure it out! How Braun uses product configurators to empower consumers in MROC environments and turn ideas into new products
Volker Bilgram, Dorothée Stadler and Gabriele Stahl HYVE Innovation Research and Procter & Gamble, Germany
Introduction
Nowadays, creating and curating content has become the norm in consumers' daily digital lives. Gen Y consumers especially show unprecedented enthusiasm to aggregate, rearrange, modify and share content in social media. In a similar vein, consumers have also been found eager to support their favorite brands and proved to be valuable partners in the co-development of new products. Vice...