CO-CREATION INNOVATION IN CONSUMER GOODS INDUSTRY: THE CASE OF BARILLA GROUP (B)

It is already proven the fact that creativity and being inventive is what helped people round the world to face and overcome the crisis or different financial hard times in their lives. As for companies, being creative is what helps them to growth and differentiate from competitors. For this very reason a business strategy used by them is co-creation that focuses on customer experience and interactive relationships. As ascertained in part (A), the aim of this paper is to explore and identify the pro-active involvement of all interested parties in Barilla’s products development or improvement using cocreation and co-innovation as main business strategy. The foreseen result is to emphasize the Barilla Factory platform’s characteristics for consumer’s engagement in the value creation and co-creation, using social media as a main tool.