"Democratizing Innovation" - Free MIT Press E-Book

Co-creation (innovating with your customers) seems to be The Big Thing in marketing. For those interested learning more about co-innovation and the development of products by lead users, the MIT press have published a book on the subject by Eric von Hippel called "Democratizing Innovation".

You can download a free ecopy of the book here. It might be a little techy focused for some fmcg consumer marketers - but the message is clear and compelling. Stop innovating for your market - innovate with your market!

"Democratizing Innovation" - Book Contents

1. Introduction and Overview
2. Development of Products by Lead Users
3. Why Many Users Want Custom Products
4. Users’ Innovate-or-Buy Decisions
5. Users’ Low-Cost Innovation Niches
6. Why Users Often Freely Reveal Their Innovations
7. Innovation Communities
8. Adapting Policy to User Innovation
9. Democratizing Innovation
10. Application: Searching for Lead User Innovations
11. Application: Toolkits for User Innovation and Custom Design
12. Linking User Innovation to Other Phenomena and Fields

Other free e-books related to Viral Marketing, Co-Creation and User Lead Innovation can be found at BrandGenetics Blog.

Thanks to Paul Marsden

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