Coffee retailer Starbucks has introduced MyStarbucksIdea, a user generated discussion forum about products and service. Registered users can share their ideas about new products and can vote on others ideas too, ensuring that it is clear which suggestions are best. The ideas that are implemented can be followed via the site.
Future Vision by Erwin Van Lun on this article
Brands are becoming more open. The boundary between supplier and consumer is disappearing completely. Soon this sort of mechanism will dictate what an organization will do. The time in which we trusted in a CEO as top man in a company will be far behind us. We will define our future together.