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Fiat Mio: The Project That Embraced Open Innovation, Crowdsourcing and Creative Commons in the Automotive Industry

Fiat Mio : intégrer l’innovation ouverte, la production participative et Creative Commons dans un projet porteur pour l’industrie automobile

Case 9 00 2015 001
Case published in the International Journal of Case Studies in Management, Vol. 13, No. 1
  • IJCSM Best Case Award
Languages : 
  • French,
  • English
  • Open innovation,
  • ICT,
  • Creative Commons,
  • Crowdsourcing,
  • Collaborative Web platforms
  • Innovation ouverte,
  • Creative Commons,
  • TIC,
  • Production participative,
  • Plateformes web collaboratives
Year of production : 
2013
Registration date : 
20 February 2015
Teaching notes included : 
Yes

This case study describes how Fiat Brazil developed a collaborative platform that combines crowdsourcing, open innovation and creative commons in order to develop a “futuristic concept car” called Fiat Mio. Over 15 months, the Fiat Mio team managed interactions with 17,000 participants, from 160 different nationalities, and the selection and processing of more than 11,000 ideas. When Fiat Mio was launched in December 2010 at the Sao Paulo Auto Show, hundreds of people showed up to claim the prototype as their own.

Cette étude de cas décrit l’évolution d'une plateforme collaborative de Fiat Brésil alliant production participative, innovation ouverte et Creative Commons pour développer une « voiture concept avant-gardiste » : la Fiat Mio. Pendant 15 mois, l’équipe de la Fiat Mio a géré les échanges des 17 000 participants de 160 pays, en plus de choisir et de traiter plus de 11 000 idées. Au lancement de la Fiat Mio en décembre 2010, des centaines de personnes se sont présentées au Salon de l’auto de São Paulo pour revendiquer le prototype comme le leur.

Primary domain : 
International business
Secondary domain : 
Information technology
Sectors : 
  • Consumer goods,
  • Manufacturing,
  • Transportation and warehousing
Source : 
HEC Montréal
Type : 
Traditional case (Descriptive or analytical case)
Type of data used in the production of the case : 
Factual data that is not public wherein the identity of the company/person is disclosed
Event location : 
Brazil
Year of start of the event : 
2010
Year the event ended : 
2010
Business size : 
Medium-sized enterprise
  • Open innovation
  • Crowdsourcing
  • Information and communications technology
  • Management
  • Knowledge brokers
  • Marketing
  • Branding
  • Customer relationship management
  • Innovation ouverte
  • Production participative
  • Technologies de l’information et des communications
  • Management
  • Courtier de connaissances
  • Marketing
  • Stratégie de marque
  • Gestion de la relation client

The main teaching objectives are:

  • to promote initial discussion on the content and process of an open innovation strategy;
  • to illustrate in detail the different phases of an open innovation process, while focusing on barriers, challenges and associated risks;
  • to discuss positive and negative consequences that might result from an open innovation process in the automotive sector as well as in other sectors.

Les principaux objectifs pédagogiques :

  • lancer une discussion sur le contenu et le processus d’une stratégie d’innovation ouverte;
  • illustrer en détail les différentes phases d’un processus d’innovation ouverte, tout en se concentrant sur les obstacles, les défis et les risques associés;
  • discuter des conséquences positives et négatives qui peuvent résulter d’un processus d’innovation ouverte dans le secteur de l’automobile ainsi que dans d’autres secteurs.
Concepts and theories related to the case
  • The challenges and consequences of implementing an open innovation process as a key organizational strategy
  • The role of a collaborative web-based platform
  • The implications of a Creative Commons clause to deal differently with property rights.