The BMW Group Co-Creation Lab: Managing an Innovation Hub for a Panopticon of Users

Co-creation platforms as a new instrument to permanently innovate with end consumers are introduced in this presentation, shedding light on the potential benefits of such platforms for both consumers and companies.

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...

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