Open innovation is not limited to using ideas from competitors and other industries. It can go as far as involving the customer in the creation of the product. In fact, some of the world’s top thinkers in the fields of strategy and innovation believe this trend could represent the next big wave in business.

And, although it still sounds radical, this idea was in fact described in The Third Wave, the classic 1980 work by futurist Alvin Toffler that predicted the rise of the “prosumer ec.....

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