In the old days, companies developed products for their customers. The idea that the customer would have any role in the process beyond expressing a particular colour or flavour preference seemed unthinkable.
Henry Ford supposedly said that if he had asked people what they wanted, they would have said, a faster horse. Today, more and more companies have concluded that Ford was too pessimistic and that customers actually have a lot of imagination.

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Journal RSM Discovery - Management Knowledge
Note This article draws its inspiration from the paper The Value of Marketing Crowdsourced New Products as Such: Evidence from Two Randomized Field Experiments, written by Hidehiko Nishikawa, Martin Schreier, Christoph Fuchs, and Susumu Ogawa, and accepted for publication in the Journal of Marketing Research (2017).
Fuchs, C. (2017). How best to market a crowdsourced product?. RSM Discovery - Management Knowledge, 29(1), 15–17. Retrieved from