Open Innovation Paradigm: Interactive Value Creation

Abstract

Today, virtually anyone with a computer or mobile device and an Internet connection, can stream content in real time and free of charge worldwide. Consumers openly reveal their wants, needs and motivations through the Internet and are available for all those interested in exploring. A profile on a social networking site provides a wealth of information, and in many respects superior to the traditional needs of segmentation. Companies now have the opportunity to hear directly from consumers, and use them in their efforts to build brands and products that have acceptability, but also in forming mental models of consumers and create new needs and new markets.