Attraction of the consumers to the process of innovative products creation
Тhe consumers have a potential and desire to generate and to test innovative product ideas and concepts, to share product-related information and to improve existing product. The article describes the possible ways of'enterprise - customer" cooperation during the product development process (idea generation, idea selection, design; prototype building, test and product launch). The paper presents the key results of literature review and the analysis of the innovative customer's role in co-development of new products.