Interactive value creation with users and customers

Abstract

In his talk with the Peter Pribilla Network, Professor Piller emphasizes that companies can actively involve users, often at relatively low cost, in the innovation process. Threadless is a particularly bold example: a company that has successfully outsourced the entire innovation process to users/customers – from idea generation to selection among prototypes for mass production. At the end of the talk, Piller suggests that government support can facilitate user innovation on a national level and thus create competitive advantage for German companies.