Inspiring creativity through online stakeholder involvement - how Electrolux piloted the user forum online for product innovation

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Inspiring creativity through online stakeholder involvement – how Electrolux piloted the user forum online for product innovation

Steffen EntzerothMajor Appliances, Electrolux, Belgium.

Menno UrbanusQualitative Research Department, Blauw Research, Netherlands.

Ine DinkloMarketing Research Department, Blauw Research, Netherlands.

Edward GroenlandNijenrode University; and Blauw Research, Netherlands.

INTRODUCTION

This paper describes a new integrated approach to product innovation research as developed by Blauw Research of Rotterdam (Netherlands). It explains how a combination of online qualitative and quantitative modules can reveal business opportunities and inspire a New Product Development (NPD) team. Particular attention is given to the User Forum Online (UFO),...

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