Innovation through developing consumers communities. Part II: Digitalizing the innovation processes

Abstract

The current research recognises the concept of innovation as the main driver for organisational growth and profitability. The companies seek to develop new ways to engage consumers and customers into co - creation value through the product design, development and distribution processes. However the main concern is manifested for new and creative ways of customization products based on consumers’ requirements and needs. Thus the need for innovative virtual instruments arose as the demand from social communities for personalised products or services increased. Basically companies should develop own innovative platforms, where consumers can participate, with ideas, concepts or other relevant contributions, and interact with designers or engineers for product development. This paper aims to present the most important features of platform development within BMW Group as a concept and as innovative instrument. From this point of view it is important to enhance past experiences of the company in the field of co - creation projects. There will be highlighted the dual consumers’ character as co - creator and co - evaluator based on their involvement in the proposed and developed projects and platform structure. The significant impact on platform functioning it has the diversity of company's concerns for Research & Development and innovation activities. From this point of view there will be assessed the platform structure, the main proposed themes and the evaluation process. The main outcome is to highlight the significance of platform development as innovative tool for consumers’ communities’ enhancement. Based on the analysis of “BMW Co-Creation Lab”, there will be revealed the main consumers concerns in terms of safety, comfort and appearance of the products. Thus it is important to understand the evaluation process of gathered ideas and intellectual property policy. The importance of platform development and implementation will be highlighted by company's results in terms of Research & Development investments and future projects which will be proposed, assessed and implemented by BMW Group in order to show the responsibility for their products and consumers.