Webasto: Co-Creating Innovation with Lead Users Case Solution

“In the book, Open Services Innovation, the concept of co-creation with customers is presented as a good practice for companies. This is also the judgment of the primary user methodology is based on the work of Eric von Hippel. There are a number of companies that have benefited from embracing the idea of ​​co-creation with customers. And if business school in general, tend to talk about successful examples of the different concepts that is., this case is different . This is actually a case of a business failure faithfully followed a “best practice”, and ended with nothing to show for it. As such, it can be a powerful antidote to the usual case of success are much of our curriculum. Webasto The case study offers students an example of a company focused on product innovation by incorporating a lead user method. Alexander Lang, Director marketing, has created a process of open innovation Webasto complex to help not only create innovative products but also to differentiate itself as an innovative company. There are a number of interesting issues innovations, organization, strategy, change management and leadership this case raises many likely to generate lively class discussion. It turns out that some of these problems are fatal to the initiative. ”
by
Henry W. Chesbrough,
Alexander Popa
Source: UCB – Haas School of Business
18 pages.
Publication Date: August 1, 2012. Prod #: B5687-PDF-ENG
Webasto: Co-Creating Innovation with users Lead Case Solution

Webasto: Co-Creating Innovation with Lead Users Case Solution
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