Collaborating with Customers to Innovate

Collaborating with Customers to Innovate

Conceiving and Marketing Products in the Networking Age

Emanula Prandelli, Mohanbir Sawhney and Gianmario Verona

The book enriches an important debate in management and in academia on the new product development process. It encompasses marketing approaches and is sharply focused on the opportunities that digital technologies have created for involving customers in collaborative innovation, and actionable recommendations for putting collaborative innovation to work.