Open innovation marketing. A case study

Zusammenfassung
Social networks and communities like facebook and myspace gain increasing importance in people's everyday lives. Companies start to see these platforms as a chance for communicating to an attractive target group and deriving innovation ideas from this group. Yet, methods and tools to efficiently initiate and use open innovation projects in these environments are limited. This article explores open innovation projects as a new method for systematically utilizing the creative potential of social community users and turning them into brand ambassadors.
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  • BibTeX
Delden, C. v. & Wünderlich, N., (2010). Open innovation marketing. A case study. In: Fähnrich, K.-P. & Franczyk, B. (Hrsg.), INFORMATIK 2010. Service Science – Neue Perspektiven für die Informatik. Band 1. Bonn: Gesellschaft für Informatik e.V.. (S. 973-978).
@inproceedings{mci/Delden2010,
author = {Delden, Catharina van AND Wünderlich, Nancy},
title = {Open innovation marketing. A case study},
booktitle = {INFORMATIK 2010. Service Science – Neue Perspektiven für die Informatik. Band 1},
year = {2010},
editor = {Fähnrich, Klaus-Peter AND Franczyk, Bogdan} ,
pages = { 973-978 },
publisher = {Gesellschaft für Informatik e.V.},
address = {Bonn}
}
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ISBN: 978-3-88579-269-7
ISSN: 1617-5468
Datum: 2010
Sprache: en (en)
Typ: Text/Conference Paper
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