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Le marketing d’innovation – Pourquoi faire appel au consommateur ?

Author

Listed:
  • Laure Ambroise

    (Université Jean Monnet Saint-Etienne, COACTIS)

Abstract

Objectifs → Appréhender les attentes croissantes des consommateurs d'être acteurs de leur consommation. → Comprendre pourquoi l'intégration des consommateurs est aujourd'hui un enjeu incontournable dans les processus d'innovation et identifier les différents domaines dans lequel les consommateurs peuvent être source de suggestions et de valeur. → Anticiper et organiser la mise en œuvre de la co-innovation : cette démarche doit être réfléchie et opérationnalisée de façon à maximiser les avantages, pour l'entreprise comme pour les clients, et réduire les potentiels risques associés.

Suggested Citation

  • Laure Ambroise, 2022. "Le marketing d’innovation – Pourquoi faire appel au consommateur ?," Post-Print hal-04911018, HAL.
    • Handle: RePEc:hal:journl:hal-04911018
    as

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