Crowdpower: How co-creation leads to strong product innovations

Andera Gadeib
Dialego, Germany

Introduction: : How to select the "right" idea to get the product "right"

Henry Ford is quoted often within the innovation context: "If I'd asked people what they wanted, they would have asked for a better horse". This relates to the fact that generating an idea for a strong new product is more than just the question "what the customer wants". And while in the past consumers where seen solely as the target of a new product, (Kotler, 2009), in today's world consumers are taken more seriously. Additionally, due to modern digital techniques they can and they want to interact. Today consumers are more often integrated in the value creation process and co-create new products with the company (Prahalad and Ramaswamy, 2004).

In order to give guidance for product managers on how to involve customers in the co-creative product genesis this paper elicits a way to increase effectiveness of innovation processes in the early stage, namely choosing the right ideas and shaping them along with consumers in a timely manner.