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Involving the consumer in design management: a form of managerial innovation
[Impliquer le consommateur dans le design-management : une forme d’innovation managériale]

Author

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  • Stephane Magne

    (PRISM Sorbonne - Pôle de recherche interdisciplinaire en sciences du management - UP1 - Université Paris 1 Panthéon-Sorbonne, LAREQUOI - Laboratoire de recherche en Management - UVSQ - Université de Versailles Saint-Quentin-en-Yvelines)

Abstract

This chapter examines co-creation and its tools—from simple consumer feedback and contests to the most advanced collaborative platforms—as instruments for involving consumers in the innovation process. The analytical framework is that of design management, reinterpreted through a design-driven innovation perspective. Within this framework, co-creation is presented as a form of managerial innovation capable of engaging consumers in varying degrees of collaboration with the firm: from basic "tinkering" with a product or service to full co-innovation for the most expert and competent participants. The chapter concludes by proposing an original taxonomy of co-creative tools, structured according to degrees, levels, and intensities—tools that can be mobilized to guide the governance of design projects.

Suggested Citation

  • Stephane Magne, 2015. "Involving the consumer in design management: a form of managerial innovation [Impliquer le consommateur dans le design-management : une forme d’innovation managériale]," Post-Print hal-05522301, HAL.
    • Handle: RePEc:hal:journl:hal-05522301
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