Web 2.0 and beyond: challenge and potential for marketing management
Marc DrünerTrommsdorff & Drüner, Germany
Werner RemmeleNokia Siemens Networks, Germany
INTRODUCTION
One of the biggest challenges facing corporations is innovation management: how can advanced products be developed and launched faster, and more successfully?
Innovation processes are generally based on a collection of ideas which are in turn based on customer insight and expert opinions.
If customer insight is one of the major sources for generating ideas, then Web 2.0 offers an excellent opportunity for gathering exactly that. After all, who writes articles and comments? Who votes on services,...