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The study aims at exploring the collaborative dynamics between firms and consumers through Web tools. At present, there is limited empirical research aimed at investigating if and how the involvement of consumers in the implementation of open approaches, mediated by digital technologies, is actually implemented. The study presents a recent multifactorial investigation of the topic where literature lacks in. Through the Web-analysis of practices of a sample group of 180 companies operating in different market sectors, the author wants to explore spread and type profiles of collaborative strategies, investigating the existence of a possible correlation with the served markets and other moderator variables. Findings, identifying a ‘spectrum’ of engagement and co-creation mechanisms, suggest forms of aggregation and profiling in the approach followed by the firms and illustrate how the characteristics of virtual spaces allow them to explore new frontiers in the implementation of open approaches, with different degrees of involvement.

Digital Strategies of Consumer Involvement and Innovation Dynamics: A Cross-Sector Explorative Study