Crowdpower: How co-creation leads to strong product innovations
Andera GadeibDialego, 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,...