4. Mistakes to avoid
To optimize collaboration with the customer in the context of innovation, however, it is important to :
take into account the customer's short-sightedness and non-expertise;
limit the dissemination of company data by customers.
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Mistakes to avoid
Bibliography
Cova B., "Consumer made , quand le consommateur devient producteur", in Décisions marketing , n° 50, April-June 2008, p. 19
Divard R., Le Marketing participatif , Éd. Dunod, 2010
Mathieu J.-P., Design et marketing : fondements et méthodes , Éd. l'Harmattan, 2006
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