This working paper aims to rebuild how one of the top ten global carmakers, Fiat Chrysler Automobiles (FCA), has defined all the aspects of crowdsourcing, i.e. all the tools needed to realize an Open Innovation Process - OIP. In particular, it describes how FCA has targeted its OIP on a “niche-crowd”, represented by digital natives (who are also called young millennials). Moreover, it describes how FCA has decided to leverage on a dedicated on-line platform in order to conceive ideas and insights about “the car of the future and the future of the car”. Percentages shown in the tables might be meaningless for academic scholars but – if read by top managers working for carmakers – these percentages seem to show the way toward the future of automotive industry. Thus, OI can be considered as a marketing activity and OIPs confirm their relevance as an effective tool for market researches.
HOW DO MILLENNIALS FORESEE THE CAR OF THE FUTURE AND THE FUTURE OF THE CAR? EMPIRICAL EVIDENCE FROM AN OPEN INNOVATION PROCESS PROMOTED BY A MULTINATIONAL COMPANY
Candelo E.;
2018-01-01
Abstract
This working paper aims to rebuild how one of the top ten global carmakers, Fiat Chrysler Automobiles (FCA), has defined all the aspects of crowdsourcing, i.e. all the tools needed to realize an Open Innovation Process - OIP. In particular, it describes how FCA has targeted its OIP on a “niche-crowd”, represented by digital natives (who are also called young millennials). Moreover, it describes how FCA has decided to leverage on a dedicated on-line platform in order to conceive ideas and insights about “the car of the future and the future of the car”. Percentages shown in the tables might be meaningless for academic scholars but – if read by top managers working for carmakers – these percentages seem to show the way toward the future of automotive industry. Thus, OI can be considered as a marketing activity and OIPs confirm their relevance as an effective tool for market researches.
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