Creativity and innovation by empowering the customer: The case of Mulino Bianco. Part I: Organisational innovation context

The terms of creativity, co-creation, creative industries, innovation, and coinnovation are more and more used nowadays. While co-creation offers the possibility and encourages a more active involvement from the customers to create value rich experiences, innovation is responsible for the little improvements made for a better life, to grow a business, to improve products, services or company's productivity. Either customers, current and potential, or stakeholders' involvement into innovation activities, through their creativity, represent an important way of value creation, of actions' performance that increases the worth of goods, services, or business as a whole. More and more, different size businesses gather ideas for innovation from customers / stakeholders through their involvement into the early stages of the innovation process. Actually, it has been shown that their ideas sketch their needs and wishes, and have been described as "need information". Customers and stakeholders, in general, also offer ideas that have been called "solution information", which represents, not only need information, but also customer-based proposals that describe how ideas can be transformed into marketable products. The term of creative industries refers to those goods that can technically be reproduced, industrially produced, and commercially sold, this being one of the many definitions found in the literature. The classification of creative industries differs at the European Union level according to each country's development level and opening towards these industries' perception as an engine for economic growth. To better explore and identify the importance of innovation and creativity for new products' development or improvement a case study about Mulino Bianco was done. This methodology approach represents a part of a qualitative research approach within a broader research undertaken within the framework of the National Research Program PN II. Mulino Bianco was first launched in Italy, being one of the value brands of Barilla Group, which we can say, according to the Italian researches regarding their definition and classification, it belongs to creative industries: industry of food and taste. The foreseen result of this paper is highlighting the fact that the key strategy for the Group and for Mulino Bianco, by default, is mainly its customers' pro-active involvement in products' development or creation.