 Barriers and enablers for innovation in the retail sector: Co-innovating with the customer. A case study in grocery retailingJose Albors-Garrigos Journal of Retailing and Consumer Services, 2020, vol. 55, issue C Abstract: This article aims to analyze innovation barriers and drivers in the retail sector and report on a successful product innovation case study of a leading grocery retailing firm in Spain. The firm, Mercadona, successfully launched an original co-innovation initiative with its customers consisting of bringing consumers to co-innovation labs set up by the company, having them analyze, in a home environment setting, how they use the firm's products and what suggestions they have for alternative methods, improvements, or completely new developments. The research findings were conclusive that a combination of customer focus culture, brand development, and cooperation with suppliers was crucial for the success of the project. Technology contributed as well as a supportive tool of the communication with consumers. The method followed a new and unique ethnographic approach. Keywords: Retailing innovation barriers; Retailing innovation facilitators; Coinnovation with consumers (search for similar items in EconPapers) Downloads: (external link) Related works: Export reference: BibTeX RIS (EndNote, ProCite, RefMan) HTML/Text Persistent link: https://EconPapers.repec.org/RePEc:eee:joreco:v:55:y:2020:i:c:s0969698919307489 DOI: 10.1016/j.jretconser.2020.102077 Access Statistics for this article Journal of Retailing and Consumer Services is currently edited by Harry Timmermans More articles in Journal of Retailing and Consumer Services from Elsevier |
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