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Open Innovation as a Business Entrepreneurship Strategy: The Consumer as Value Creator in Digital Ecosystems

Open Innovation as a Business Entrepreneurship Strategy: The Consumer as Value Creator in Digital Ecosystems
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Author(s): Miguel Angel Gomez-Borja (University of Castilla-La Mancha, Spain), Carlota Lorenzo-Romero (Universidad de Castilla-La Mancha, Spain) and Leticia del-Pozo Ruiz (Universidad de Castilla-La Mancha, Spain)
Copyright: 2020
Pages: 31
Source title: Analyzing the Relationship Between Innovation, Value Creation, and Entrepreneurship
Source Author(s)/Editor(s): Miguel-Ángel Galindo-Martín (University of Castilla-La Mancha, Spain), Maria-Teresa Mendez-Picazo (University Complutense of Madrid, Spain) and María-Soledad Castaño-Martínez (University of Castilla-La Mancha, Spain)
DOI: 10.4018/978-1-7998-1169-5.ch010

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Abstract

The relationship established through online channels between customers and organizations defines a new and challenging scenario. Within a digital environment and through innovation strategies based on joint participation, it is possible to interact with the customer in a more personalized way with more differentiating actions. To identify the relevance of current online business management actions, this chapter proposes an approximation to the term open innovation. Authors posit the growing relevance for organizations of the application of innovation strategies through external inputs, the interaction between various agents and crowdsourcing actions. They discuss the new role of the consumers as co-creating agents of value in the new ecosystems of entrepreneurship.

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