| Breaking News: Customers Overlooked |
| Written by Scott |
Thursday, 27 September 2007 14:29
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In the new article The Customer: An Overlooked Component of the Innovation Process, Arizona State University marketing professor Stephen Brown states that customers are often overlooked in corporate innovation processes. It's hard to believe, I know! However, there are many examples of firms that are on the forefront of co-creation. Dr. Brown cites companies such as Ikea, YouTube, and Wikipedia as examples of organizations that have redefined customer involvement and have successfully engaged customers in developing innovative solutions. Brown further states that organizational innovation is no longer solely the role of internal team members, but instead should include external groups to develop valuable new products and services.
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