Kara Miller and Sloan Piva
Consumers often make things to use rather than to sell. They are behind many of the product modernizations of companies like Proctor and Gamble, but they’re not interested in the advertising side of innovation. Instead, users benefit simply from having their needs satisfied, while producers benefit from sales.
Pathbreaking research by a group of scholars suggests that the traditional division of labor between innovators and customers is breaking down.
Division of Faculty & Research
Harvard Business SchoolSoldiers Field
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