Collaborative innovation is a hot topic in the B2C space, where it overlaps with crowdsourcing, but we see B2B players taking an interest as well. Of course, the two contexts are very different: Companies usually engage with few customers at a time, not a large online community; they use traditional face-to-face interactions, rather than a technology platform; and their choice of partners is driven by specific business goals, rather than by engagement and passion for a brand or product category.