It’s been revealed that users occasionally innovate. In spite of this, it can now be noticed that even end-consumers act as a source novel product designs. A case study of a company, and “its” consumers from the computer games business demonstrates how sourcing of consumer knowledge has enabled the firm to enhance product design. Two conditions favour the outcomes firms can obtain from consumer’s knowledge. First, is firm’s capability to exploit new opportunities of information and communication technology on line communities to determine interfaces connecting them with consumers. Second, is firm’s capacity to initiate a mode of organization by which the consumers are guided and inspired to disclose merely relevant knowledge…
Author: Brian J. Loasby
Source: Copenhagen Business School
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