The BMW Group Co-Creation Lab: Managing an Innovation Hub for a Panopticon of Users
Gregor Jawecki, Volker Bilgram, Philipp Wiegandt
Since the turn of the millennium many companies have undergone a radical change in innovation strategy by opening up their innovation processes to external stakeholders (Chesbrough 2003; von Hippel 2005). In particular the traditional conception of consumers as passive buyers and users is challenged by a new outside-in perspective in which they become co-creators of products and services (Prahalad and Ramswamy 2000). Researchers and practitioners alike emphasize the active integration of users in the value creation process to develop...