The role of prosumers in innovation activity of organisations

This paper presents a study which works out the classification of roles of prosumers in innovation process that will make it possible to develop methods of involving prosumers in participation in different stages of forming the innovation process. The study analyses the set of definitions and frameworks, brings it into a theoretical order, structures clear and precise logic, results and recommendations. The work is, thus, dedicated to reviewing, classifying, and synthesizing knowledge about involving prosumers and some widely-used frameworks in both academia and practice. The research studies cases of Apple, Google, Microsoft, IBM, Amazon, LG, Sony, Samsung, Intel, RIM, as well as examples of Gillette, Lego, Nike, Valve, Harley-Davidson, Lipton, CNN, Starbucks, Pepsi, Ebay, Yahoo, Warner Brothers, Digg, Converse and others.

Autorentext

Kirill Shikhanov holds a Bachelor's degree in Economics from Higher School of economics (Russia) and a Master of Management degree in International Business of Graduate School of Management St. Petersburg State University. Research spheres - crowdsourcing and co-creation.