... in attractive or untapped market segments; customers that exhibit a high co-creation potential; innovators and early adopters; lead users looking to develop solutions to solve their own needs. Practical implications – Collaborative innovation projects need to define “What's...

... “Masterclass” author Brian Leavy believes that collaborative innovation is the new corporate imperative and explains how three sets of revolutionary thinking and practices – design thinking, value co‐creation and the power of “pull” – can create new opportunities for businesses. Findings The paper...

... capabilities Collaborative innovation © Emerald Group Publishing Limited 2011 Armen Ovanessoff can be contacted at: armen.ovanessoff@accenture.com Some companies are bringing customers into the design process. The Danish toymaker Lego has launched an online customization platform...