Title: Open innovation 2.0: is co-creation the ultimate challenge?

Authors: Thierry Rayna; Ludmila Striukova

Addresses: Novancia Business School, 3 rue Armand Moisant, 75015 Paris, France ' University College London, Gower Street, London WC1E 6BT, UK

Abstract: Web 2.0 has considerably increased the possibilities of user involvement in the production process and, thereby, has given rise to new forms of co-creation (open innovation with customers). Because the roles of consumers, now 'prosumers', have radically changed, specific challenges have emerged. The aim of this article is to provide possible routes to address such challenges. To do so, an input-output typology of co-creation is created. This typology is then used to discuss the main challenges of co-creation: incentives, risks and costs, IPRs.

Keywords: open innovation; co-creation; Web 2.0; crowdsourcing; mass customisation; 3D printing; user involvement; typology; incentives; risks; costs; IPRs; intellectual property rights.

DOI: 10.1504/IJTM.2015.071030

International Journal of Technology Management, 2015 Vol.69 No.1, pp.38 - 53

Received: 06 Mar 2013
Accepted: 11 Mar 2014
Published online: 07 Aug 2015 *

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