CO-CREATION INNOVATION IN CONSUMER GOODS INDUSTRY, THE CASE OF BARILLA GROUP

Abstract

There are different definitions of innovation in the management and economics literature originating from different theoretical perspectives. It is very important not to confuse the term innovation with the term invention, as people tend to do. While invention means creating new products, innovation starts with the creative ideas that, in the end, transform in inventions. Co-creation represents a business strategy focusing on customer experience and interactive relationships. The aim of this paper is to explore and identify the involvement of stakeholders in Barilla’s product development or improvement through co-innovation. The foreseen result is highlighting the platform’s features for consumer’s engagement in the value creation and co-creation.

Keywords

• co-creation
• creativity
• innovation
• socialmedia