Creativity and innovation by empowering the customer: The case of Mulino Bianco. Part II: The digital customer value added

Abstract

The terms of creativity, co-creation, creative industries, innovation, and coinnovation are more and more used nowadays. While co-creation offers the possibility and encourages a more active involvement from the customers to create value rich experiences, innovation is responsible for the little improvements made for a better life, to grow a business, to improve products, services or company's productivity. Either customers, current and potential, or stakeholders’ involvement into innovation activities, through their creativity, represent an important way of value creation, of actions’ performance that increases the worth of goods, services, or business as a whole. More and more, different size businesses gather ideas for innovation from customers / stakeholders by involving them into the early stages of the innovation process. Actually, it has been shown that their ideas sketch their needs and wishes, and have been described as “need information”. Customers and stakeholders, in general, also offer ideas that have been called “solution information”, which represents, not only need information, but also customer-based proposals that describe how ideas can be transformed into marketable products. The term of creative industries refers to those goods that can technically be reproduced, industrially produced, and commercially sold, this being one of the many definitions found in the literature. Mulino Bianco was first launched in Italy, being one of the value brands of Barilla Group, which we can say, according to the Italian definition and classification, it belongs to creative industries: industry of food and taste. Even though Barilla Group's Research & Development department does its job very efficiently, developing and creating new products under different brands, lately a key strategy for the Group and for Mulino Bianco, by default, is customers’ pro-active involvement in products’ development or creation. One of the tools used for this is the Internet Toolkit and Web 2.0. by means of which customers are being invited to participate in competitions, being asked to design and share their concepts / views for new products, or to get involved in by voting those ideas they best like and would love to find them on markets. The aim of this paper is to explore and identify the involvement of stakeholders in Mullino Bianco's product development or improvement through creativity and innovation. As methodology approach, a case study about Mulino Bianco was done, and the foreseen result is highlighting the Nel Mulino Che Vorrei platform's features for consumer's engagement in the value creation and co-creation.