This past summer I had the opportunity to do a deep dive into consumer online communities.  It is clear that consumers are demanding to be a part of the innovation process, but are currently limited to personalization of existing products.  In response, companies have developed online communities, some of which involve consumers in the innovation process more so than others.  Attached is a spectrum of online communities, illustrating the varying degree in which consumers can participate in the innovation process. 

 Co-Creation for Innovation Spectrum.ppt

From the deck:

Click below for links to the above websites

IAMS

WONKA

MY STARBUCKS IDEA

DELL IDEASTORM

VIRGIN MOBILE INSIDERS

POWERBAR TEAM ELITE

KRAFT

COMMUNISPACE

WIKIPEDIA

THREADLESS