Chapter 15. Communities of Practice for Consumer Connection and Open Innovation
• How can communities of practice improve internal and external communications?
• Can communities of practice improve product development and speed to market?
• Why is a corporate culture change necessary to make communities of practice effective?
• Can communities of practice facilitate the organizational culture change necessary for rapid innovation?
We have proposed that a different partnership with the consumer is essential to marketing success. One of the most exciting emerging processes to enable this transformation is the development of communities of practice (COPs); however, business management must adopt a different mind-set to make COPs work. In addition ...