Innovation through developing consumers’ community. Part I: Innovation in action

Abstract

Technological changes and need for innovation represents the main concerns for organizational growth and profitability. However the main priority is still about achieving high performance through product development and consumers' engagement activities. As implementation of open innovation applications increased and value co — creation became well known and major process, companies were engaged into value co — innovation activities. From this point of view the need for joint efforts with consumers in product development arose. Thus the primary condition for an organization to be consumer centric is to define clear the vision and mission which reflects the common efforts for co — creation and diffusion of innovation. As Research & Development processes evolved and interest for innovative concepts and products arose, companies started to implement the specific instruments for consumers' attraction and engagement into design and product development. The digitalized innovation became the main source for establishing the direct communication with the consumers. In order to achieve organization growth, profitability and recognition, the companies should be aware of the innovation importance and the need for internal change. From this point of view, there is necessary to assess the organizational structures, to implement new policies and to establish strategic targets. Basically it is justified the need for platform occurrence and development. Based on case study of BMW Group, recognised leader in automotive industry for innovative concepts, there will be analysed main features within organizational context which promotes the innovation implementation. There will be provided the review of the BMW Group experience of innovation activities, main consumers' engagement strategies, the values which promote the consumer — centric product development, new opportunities assessment, major policies and concerns. The foreseen result is to understand how companies are adapting to the technical and innovation changes as the main criteria for future product development and consumers' engagement motivation through the platform — based communication.