Un livre blanc Eyeka : Online co-creation to accelerate marketing and innovation
"A decade ago, acclaimed Harvard University Professor Michael Porter, a leading authority on corporate strategy, asserted that innovation was the central issue in economic prosperity. Today, innovation is firmly on every CEO’s priority list but the capability to bring the right innovation to the market quickly is still lacking. But business leaders could have been searching in the wrong places. Yochai Benkler, the thought-provoking author of “The Wealth of Networks”, argues that the solution may lie within consumers and not within firms. What if companies could tap into the free flow of ideas generated by millions of people online to innovate? This white paper is designed as a crash course on online co-creation so that marketers and innovators can better understand how to unlock the collective creative power latent in consumers to accelerate marketing and innovation."