PRO ? ACTIVE CONSUMERS’ ENGAGEMENT AS DRIVER OF CO ? INNOVATION ? THE CASE OF ELECTROLUX (B)

As it was highlight in the first part of this research, the emergence of platforms emphasize consumers as triggers for product development. The organizational challenges for use of open innovation became oriented to the creation of virtual instruments as an essential part of innovation strategy. Thus, this paper aims to present social communities as co ? designers and their engagement into value co ? creation the process through collaboration. Based on case study approach on Electrolux AG, there will be highlighted the company’s main concerns for innovation implementation and its approach for consumers’ engagement into ideation process. From this point of view, there will be analyzed the past experience of Electrolux in terms of successful digitalized innovation, the platform structure and company’s approach for data collection and the analysis in order to promote creativity and ideation importance. The foreseen result is to understand the Design Lab as an innovative tool for socializing and ideas generation within product design context.