(Nowy Sacz School of Business – National-Louis University, 2015) Prystupa-Rządca, Kaja; Starostka, Justyna
The creative industry is a fast developing sector of economy in many countries.
Growing competition in this area has led many companies to implement strategy
of users' involvement in product development in order to deliver products that are
more aligned with customers’ needs. On the other hand, the attempt to align the
customers’ expectations with artistic creativity may create tensions. Therefore, the
aim of the research is to examine the methods of users’ involvement in product
development and real impact of the users on project design. The obtained findings
are based on two-year qualitative research project conducted in game development
companies.