ABSTRACT
Social platforms based on Web 2.0 have become of great interest to organizations, communities, and individuals with their capacity to increase collaboration, sharing, and interactivity. These social platforms have been used in both marketing and innovation, but more specifically in 98open innovation, where research and development open up to the existent knowledge outside the walls of the organization. However, since the traditional models of collaboration mediated by technology are from the 1990s, this research has studied the platforms based on Web 2.0, which are used in the processes of open innovation, reflecting upon the underlying models that outline these collaborative systems under the lens of adaptive structuration and social exchange theories (AST and SET). Through a qualitative study of exploratory–descriptive nature, data were obtained from two case studies, one in the Brazilian subsidiary of Fiat and another in the United States at Local Motors. Platform functionality analyses and content analysis of the interviews with creators and developers, as well as direct observation, were done. Systematic mapping was also made, searching for models and conceptual references that would firmly consolidate the proposition of an interactive collaboration model. As a result, the communication, coordination, and cooperation dimensions present in the traditional 3C collaboration model were confirmed, but the interactivity dimension has also emerged. The i3C interactive collaboration model proposed is an academic contribution and also a contribution to the industry.
