THE LIVING INNOVATION PARADIGM

Hervé Mathe

Chapter 1 in Living Innovation:Competing in the 21st Century Access Economy, 2015, pp 1-23 from World Scientific Publishing Co. Pte. Ltd.

Abstract: Technology and the ubiquity of social media provide a lens that enables us to “deep dive” into user environments filled with rich nuanced information. Consumers, who are emboldened and empowered by the freedom of expression and interactive capability, which are facilitated by modern communications, are taking innovation into their own hands. Customers are participating in design processes, be it the co-creation of a customized computer with Dell through the Dell Idea Storm Platform, or the “friendly hacking” of Lego software in order to make a toy robot do the activities that even the company never imagined before. They are influencing the design of new products and services, while shaping the innovation process in an increasingly hazy interface between the organization and the user. As the Chinese proverb portends, it is here that the “pearls” of wisdom which reveals customer needs can be gathered for decryption. In this services driven economy, where the customer is a co-creator, clients have found their voices more powerful than ever before. The era of the Ford's T Model car, which states that “any color as long as it is black” takes on a mythological quality in today's era of user-centered design and the panoply of choice in the marketplace. Today, Ford capitalizes on its ability to win customers through finely tuned user-customization, which is accomplished via an elaborate interactive webpage on which customers can design, dream, and play…

Keywords: Innovation; Imagination; Ecosystem; Service Innovation; Service Economy; Experience; Inspiring Environment; Product Design; Sustainability (search for similar items in EconPapers)
Date: 2015
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