COMMENT: Co-creation catalyses automotive innovation

As technological innovation propels a rapidly changing business environment, companies are adapting their once traditional approach of secretly developing solutions behind the doors of R&D labs and are adopting a much more open and dynamic approach to innovation. To stay at the forefront of change, companies must be willing to innovate in new ways. Successful ones are increasingly turning to co-creation, when organisations bring stakeholders into the innovation process to deliver new products and services. This approach to innovation ensures that products remain relevant in an ever-changing market.