Customer driven innovation

University essay from Högskolan på Gotland/Institutionen för humaniora och samhällsvetenskap; Högskolan på Gotland/Institutionen för humaniora och samhällsvetenskap


Cooperation between customers and companies has existed for a long time. However, the role of a customer was rather passive and organizations were the ones who dictated their rules and took a leading role in the process of product creation. With a course of time the situation has been changed and customers are becoming more and more involved into the process of cooperation.

As a customer driven innovation is relatively new phenomenon, the aim of our study is to examine its status in the modern business world.

It can be observed that organizations all around the globe claim about their readiness and willingness to listen to customers and cooperate with them. Companies create customer support sections where they offer to leave complaints, comments and suggestions. Airline companies tend to have such experience. “We want to hear from you. Your feedback is important and helps us become a better airline” claims Delta Airlines. Tiger Airways states “Yes! We want to hear from you! Submit your feedback via our Customer Support Portal”. And there is multitude of such examples. With the help of the investigation of theoretical material, survey conduction and examining practical examples we aim to examine the issue of customer involvement into cooperation with organizations as well as to found out how ready customers are for such collaboration.

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