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Customer-driven innovation through online communities

Date of publication: November 16, 2010

Catalogue: Innovate 2010: Innovation Detonation

Companies: , GSK

Authors: Julie Wittes Schlack, Andrea Harkins

Abstract:

Learnings about recruiting, engaging and driving innovation with multinational online communities of consumers who are both creative problem-solvers and representative of GSK's target markets are shared in this presentation. From 2005 through the present, GSK Consumer Health has collaborated with several private, online communities , fueling both incremental and breakthough innovation, from guiding the development of a weight loss behavioral support program to co-creating the ideal mouthwash of the future, from redesigning brochures and signage to devising store-within-a-store floor plans.

Julie Wittes Schlack

Author

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Andrea Harkins

Author

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Schlack and Harkins (2010a, November 16). Customer-driven innovation through online communities. ANA - ESOMAR. Retrieved April 27, 2025, from


https://ana.esomar.org/documents/real-business-innovation