Options for Customer Integration in the Open Innovation Paradigm at Deutsche Telekom
The consistent application of the open innovation logic leads to the inclusion of the customer. Open innovation helps to open up company boundaries, promoting cooperation with and integration of external know-how brokers to meet the more exacting innovation ecosystem requirements. In addition to subsidiaries, suppliers, competitors, consultants, as well as private and public research institutions; first and foremost, the customer plays a decisive role (Eurostat 2007).
Customers are equal partners in the development processes at Deutsche Telekom as part of a consistent open innovation approach. The four customer integration methods – lead user method, ideas competition, virtual communities, and “toolkits for innovation” – are based on theoretical principles and are exemplary for user integration in the open innovation approach.
KeywordsMarketing Dition Rosen Geted Nition Area
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