Innovative companies have a strong interest in integrating the innovation potential of their customers into their own product development. The internet, in particular, offers new opportunities regarding multimedia and interactivity to involve customers more significantly, especially in the early stages of the innovation process. The internet-based dialogue between innovative companies and customers thus becomes a forum for value creation and innovation.

Michael Bartl focuses on the virtual integration of customers. The following topics are central to his considerations:

• Selection of advanced customers on the internet
• Influencing factors of innovation transfer
• Acceptance from the perspective of innovative companies
• Design and incentive structures.