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Intersecting Technical Knowledge, Marketing Experience and Customer Activities to Innovate

机译：交叉技术知识，营销经验和客户活动以进行创新

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摘要

Firms are constantly looking for more effective ways to improve their products and services. Recent studies have outlined the benefits of opening the innovation process to external knowledge sources. The creative and innovation locus can lie also outside the firm, in places where technical knowledge, marketing experience and customer activities intersect. The Web 2.0 and the online communities, favoring the communication and the collaboration among firms and their customers, become an important way to support the creativity and the development of innovative ideas through social interactions. We have selected a case study of a multinational firm that exploits an online community and other social platforms to improve its practice of innovation.
机译：公司一直在寻找更有效的方法来改善其产品和服务。最近的研究概述了向外部知识源开放创新过程的好处。创意和创新场所也可以位于公司外部，在这里技术知识，营销经验和客户活动相交。 Web 2.0和在线社区，有利于公司及其客户之间的沟通和协作，已成为通过社交互动来支持创意和创新思想发展的重要方式。我们选择了一家跨国公司的案例研究，该公司利用在线社区和其他社交平台来改善其创新实践。

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