McKinsey write:
If a company could use technology to link these outsiders into its development projects, could it come up with better ideas for new products and develop those ideas more quickly and cheaply than today?McKinsey discuss a number of case examples, such as
LEGO, for instance, famously invited customers to suggest new models interactively and then financially rewarded the people whose ideas proved marketable . . . shirt retailer Threadless sells merchandise online - and now in a physical store . . . that is designed interactively with the company's customer base.A number of challenges exist for successful co-creation:
- Building communities and attracting participants
- Breaking down complex problems into an appropriate form where members of the community can work on different parts and put them back together
- Governance mechanisms
- Maintaining or identifying quality
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