PRO - ACTIVE CONSUMERS ENGAGEMENT AS DRIVER OF CO - INNOVATION - THE CASE OF ELECTROLUX (A)
10.15660/AUOFMTE.2014-3.3051
Elena Galateanu-Avram, Avasilcai Silvia
Volume XXIII (XIII), 2014/3
This paper aims to highlight the importance and need for consumers’ engagement as co – innovators in the product development process or innovative activities within organizational context. The research will be conducted based on analysis of value co – creation process as the trigger for innovation, the consumers as drivers for product design and development, the need of internet of things as driver for co – innovation and the emergence of platforms as key instruments for pro – active consumers’ engagement. Thus the foreseen outcome is to show how organizations are adapting to digitalized innovation and are enhancing pro – active collaboration in order to explore new market opportunities through platform implementation. Based on case study of Electrolux company, there will be highlighted the most important drivers of co – innovation, such as organizational structure, policies, strategies and occurred concerns of innovation and the platform implementation as pro – active consumers’ engagement through creative ideas, design and need for change.
Keyword: collaboration, consumer engagement, digitalized innovation, platform
ISSN 1583-0691, CNCSIS "Clasa B+"