CO-INNOVATION IN CREATIVE INDUSTRIES: A CASE STUDY ANALYSIS

Adriana BUJOR, Silvia AVASILCAI, Elena AVRAM

Abstract


Internationally, the proactive engagement of customers, clients, and/or fans in the development of new products, services, and/or technologies has become a business priority for those companies that have understood the importance of focusing on a management approach based on open innovation in order to increase their performance. In this context, leveraging the online environment and social media for open dialogue and co-creation with customers and external stakeholders can significantly contribute to a company’s success, fostering innovation, enhancing relationships, and ultimately driving value creation. The paper aims to bring to the fore the open innovation business model of the two most renowned and dynamic creative companies in involving customers in proposing innovative ideas and solutions for developing new competitive products through online platforms. Hence, the research carried out and presented in this paper, provides insights into co-creation innovation addressed by Mulino Bianco and LEGO companies, highlighting the importance and how customers and other external stakeholders are involved in the co-creation of value. A comparative analysis between the two companies will also be done to better understand how innovation through co-creation can be approached according to the creative companies’ resources and interests.


Full Text:

PDF

References


DCMS, Creative industries sector vision: a joint to drive growth, build talent and develop skills, Department for Culture, Media and Sport, London, UK, 2023, https://www.gov.uk/government/publications/creative-industries-sector-vision

Dronyuk, I., Moiseienko, I., Analysis of creative industries activities in European Union countries, Procedia Computer Science, 160, pp. 479-484, 2019.

Snowball, J., Tarentaal, D., and Sapsed, J., Innovation and diversity in the digital cultural and creative industries, in Arts, Entrepreneurship, and Innovation, pp. 187-215, Springer Nature, Cham, Switzerland, 2022.

O’Connor, J., The Definition of ‘Cultural Industries’, The European Journal of Arts Education, 2000.

Towse, R., A Handbook of Cultural Economics, Edward Elgar Publishing, Cheltenham, 2003.

Cunningham, S., From cultural to creative industries, theory, industry, and policy, In: Convergence, Creative Industries, and Civil Society: The New Cultural Policy, C. Network, Zagreb: Institute for Development and International Relations, pp. 19-32, 2001.

Gross J. , The Birth of the Creative Industries Revisited. An oral history of the 1998 DCMS Mapping Document, Department of Culture, Media & Creative Industries, King’s College London, ISBN 9781908951304, 2020.

Hesmondhalgh, D., The Cultural Industries, SAGE Publications, 2002.

Caust, J., Putting the ‘art’ back into arts policy making: how arts policy has been ‘captured’ by the economists and the marketers, International Journal of Cultural Policy 9.1, pp. 51-63, 2003.

Pratt, A. C., Policy transfer and the field of cultural and creative industries: Learning from Europe?, in L. Kong&J. O'Connor, Creative Economies, Creative Cities. Asian - European Perspectives, pp. 9-23, Heidelberg, Germany: Springer, 2009.

Flew, T., Beyond ad hocery: defining the creative industries, Cultural Sites, Cultural Theory, Cultural Policy, The second international conference on cultural policy research, Wellington, New Zealand, 2002.

Galloway, S., Dunlop, S., A critique of definitions of the cultural and creative industries in public policy, International Journal of Cultural Policy, Vol. 13, No. 1, pp. 17-31, 2007.

Bilton, C., Management and Creativity. From Creative Industries to Creative Management, Singapore: Blackwell, 2007.

Wu, Y. C., Lin, S. W., Integrated approach for exploring critical elements that affect sustainable development of cultural and creative industries, Journal of Business Economics and Management, 22(3), pp. 596-615, 2021.

Boix Domenech, R., De Miguel Molina, B., Rausell Köster, P., The impact of cultural and creative industries on the wealth of countries, regions and municipalities, European Planning Studies, 30(9), pp.1777-1797,2022.

Cricelli, L., Grimaldi, M., Vermicelli, S., Crowdsourcing and open innovation: a systematic literature review, an integrated framework and a research agenda, Review of Managerial Science, 16(5), pp. 1269-1310, 2022.

Yin, R. K., Case Study Research. Design and Methods. Fourth Edition. London: SAGE Publications, Inc., 2009.

Yin, R. K., Case Study Research: Design and Methods. SAGE Publications, Thousand Oaks, Ca., London, 2003.

Mulino Bianco, Nel Mulino che Vorrei, https://www.mulinobianco.it/comunicazione/nel-mulino-che-vorrei, Accessed June 2023

Holland, T., Wise, B., Platform Rhetoric and Fan Labour as the Building Blocks of LEGO Ideas, M/C Journal, 26(3), 2023.

Rossi, C., Online consumer communities, collaborative learning and innovation, Measuring Business Excellence, Vol. 15 Issue: 3, pp. 46-62, 2011.

Nel Mulino Che Vorrei, Perche partecipare,https://www.mulinobianco.it/raccolte-punti/2023/faq-e-contatti, Retrieved: June 2023.

Troisi, O., D’Arco, M., Loia, F., Maione, G., Big data management: The case of Mulino Bianco’s engagement platform for value co-creation, International Journal of Engineering Business Management, 10, 1847979018767776, 2018.

Castriotta, M., Di Guardo, M.C., Open Innovation and Crowdsourcing: The Case of Mulino Bianco, Springer Books, in: D’Atri A., Ferrara M., Joey F., Spagnoletti G.&P.(ed.), Information Technology and Innovation Trends in Organizations, pp. 407-414, Springer, 2011.

Di Guardo, M.C., Castriotta, M., The challenge and opportunities of crowdsourcing web communities: An Italian case study, International Journal of Electronic Commerce Studies, Vol.4, No.1, pp. 79-92, 2013.

Troisi, O., D’Arco, M., Loia, F., Maione, G., Big data management: The case of Mulino Bianco’s engagement platform for value co-creation, International Journal of Engineering Business Management, 2018.

Markowitz, J., Open Innovation at Lego –The Back Beat in “Everything is Awesome”, 2018,https://rctom.hbs.org/submission/open-innovation-at-lego-the-back-beat-in-everything-is-awesome/,Retrieved:June 2023

Mccusker, S., Why Lego could be the key to productive business meetings, https://theconversation.com/why-lego-could-be-the-key-to-productive-business-meetings-89891, Retrieved: June 2023.

Milne, R., Lego shakes up its structure to seek new deals, 2016, https://www.ft.com/content/39af0eea-bb07-11e6-8b45-b8b81dd5d080, Retrieved: June 2023.

LEGO Ideas, Home: Blog: Welcome to LEGO IDEAS!, 2014 https://ideas.lego.com/blogs/a4ae09b6-0d4c-4307-9da8-3ee9f3d368d6/post/bcaec371-d9ae-4a7e-a68d-0b0a6944d9ad, Retrieved: July 2023.

LEGO Ideas, Home: How it Works, https://ideas.lego.com/howitworks, Retrieved: July 2023

Ong, T., Lego will sell its first sustainable pieces later this year, 2018, https://www.theverge.com/2018/3/2/17070454/lego-bricks-sustainable-plastic-toys

Andersen, P., Ross, J., Transforming the LEGO Group for the Digital Economy. MIT Sloan Center for Information Systems Research, p. CISR WP No. 407, 2016.

Russo-Spena, T., Mele, C., Five Co-s” in innovating: a practice-based view, Journal of Service Management, Vol. 23 Iss: 4, pp. 527 – 553, 2012.


Refbacks

  • There are currently no refbacks.


JOURNAL INDEXED IN :