To maintain its market positioning as the "ultimate driving machine," in 2001 BMW created and launched a Virtual Innovation Agency (VIA) so it could access ideas which could lead to new technologies and/or design features. The system allowed BMW to listen directly to customers as it invited car buffs worldwide to access the VIA web site and join online discussions to share ideas. Ideas with potential were routed to the appropriate working group at BMW for follow-up. Within the first week after V...
BPIR Categories1.2.5 Predict customer purchasing behaviour
1.2.3 Identify new innovations that meet customer needs
3.2.5 Involve stakeholders in innovation & product/service development
3.2.1 Translate customer needs into product requirements