The BMW Group has a long-standing history of successfully applying user-centric approaches in new product development. Lead users, for instance, have been involved to generate ideas for new media, innovators were invited to co-develop new services in a virtual innovation lab, and consumer insights in the field of sustainability were gained via netnography. However, despite the impressive results, most projects were independent of one another, e.g. as they were conducted by different teams within the organization and the identification of participants was done from scratch.
Driven by the intention to use synergies between single co-creation projects, the BMW Group Co-Creation Lab is launched in September 2010. The lab is a central platform for all co-creation activities throughout the value chain. It facilitates the establishment of long lasting relationships with a diversity of users, such as customers, innovators, brand evangelists, lead users and opinion leaders. The case study will show the advantages and challenges of a central co-creation platform along two initial projects.