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2015, vol. 46, iss. 1, pp. 3-12
Customer as a participant of innovative networks
Univeristy of Niš, Faculty of Economy
Research and development of the platform for science based management of the scientific and technological development of the Republic of Serbia (MESTD - 47005)

Keywords: customers; innovations; value creation; innovative networks; customer participation
The changes in market conditions and basis for competing have brought the changes in profiling and realizing innovation strategies. Customers are the key subject in the process of generating of innovation. Customers in modern conditions do not wait for initiative of enterprise in value creation and they are not a part of formal processes of marketing research. The new communication technologies help them to be included in voluntary way in innovative activities of enterprise, which is motivated by brand loyalty, enthusiasm, hobby, wish to investigate. The enterprises realize the validity of this important source of new ideas and change their behaviour. The intention of author is to consider the importance of innovative networks for market innovation success, to analyse customer evolution from user to value creator, to identify the characteristics of customer as innovator, and to point to challenges for enterprise in the process of including them in its innovative activities.
*** Toyota Prius project. (30.06.2013)
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article language: Serbian
document type: Review Paper
DOI: 10.5937/markt1501003D
published in SCIndeks: 08/07/2016

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