ABSTRACT
This chapter will explain how to involve those actors external to the organization to improve the innovation process through different forms of collaboration (such as open innovation). The chapter will also describe the advantages and disadvantages emerging from the different kinds of collaboration, in order to provide a deeper understanding of how to maximize the benefits. Finally, the chapter will present a specific case of a successful strategy involving final consumers in the design of new products; the Lego Rebrick, while the Think Point section will illustrate the possible involvement of consumers in the new store design.
