Barriers and enablers for innovation in the retail sector: Co-innovating with the customer. A case study in grocery retailing
[EN] This article aims to analyze innovation barriers and drivers in the retail sector and report on a successful product innovation case study of a leading grocery retailing firm in Spain. The firm, Mercadona, successfully launched an original co-innovation initiative with its customers consisting...
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| Format: | article |
| Publication Date: | 2020 |
| Country: | España |
| Institution: | Universitat Politècnica de València (UPV) |
| Repository: | RiuNet. Repositorio Institucional de la Universitat Politécnica de Valéncia |
| Language: | English |
| OAI Identifier: | oai:riunet.upv.es:10251/163754 |
| Online Access: | https://riunet.upv.es/handle/10251/163754 |
| Access Level: | Open access |
| Keyword: | Coinnovation Retail innovation Barriers facilitators ORGANIZACION DE EMPRESAS 08.- Fomentar el crecimiento económico sostenido, inclusivo y sostenible, el empleo pleno y productivo, y el trabajo decente para todos |
| Summary: | [EN] This article aims to analyze innovation barriers and drivers in the retail sector and report on a successful product innovation case study of a leading grocery retailing firm in Spain. The firm, Mercadona, successfully launched an original co-innovation initiative with its customers consisting of bringing consumers to co-innovation labs set up by the company, having them analyze, in a home environment setting, how they use the firm¿s products and what suggestions they have for alternative methods, improvements, or completely new developments. The research findings were conclusive that a combination of customer focus culture, brand development, and cooperation with suppliers was crucial for the success of the project. Technology contributed as well as a supportive tool of the communication with consumers. The method followed a new and unique ethnographic approach. |
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