CO-CREATION VALUE THROUGH CUSTOMERS PROACTIVE ENGAGEMENT- A CASE STUDY ON HEINEKEN (B)
The innovation efforts at Heineken company focus on using open innovation platforms in order to engage stakeholders in the co-creation process. Thus, the current case the study continued the emphasis on company’s approach regarding open innovation, focusing on digitizing innovation and the use of th...
| Main Authors: | , |
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| Format: | Article |
| Language: | English |
| Published: |
Editura Universităţii din Oradea
2015-09-01
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| Series: | Annals of the Oradea University: Fascicle Management and Technological Engineering |
| Subjects: | |
| Online Access: | http://imtuoradea.ro/auo.fmte/files-2015-v2/AVASILCAI Silvia, RUSU Gabriela - CO-CREATION VALUE THROUGH CUSTOMERS PROACTIVE ENGAGEMENT- A CASE STUDY ON HEINEKEN (B).pdf |
| Summary: | The innovation efforts at Heineken company
focus on using open innovation platforms in order to engage
stakeholders in the co-creation process. Thus, the current case
the study continued the emphasis on company’s approach
regarding open innovation, focusing on digitizing innovation
and the use of the online environment to interact with their
customers, by collecting innovative ideas. The main purpose of
the analyzed online platforms used by Heineken is the
collaboration with external stakeholders, individual customers
or innovative companies with activities based on technology,
which may contribute to their innovations to providing new
solutions for company’s areas of interest. The scientific
the research aims to underline the importance of using online
instruments for open innovation, highlighting the experience of
Heineken, which engages innovators in the co-creation process,
aiming to maintain a continuous dialogue with their customers
and other external stakeholders. |
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| ISSN: | 1583-0691 1583-0691 |