Kaja Prystupa-Rządca, Ph.D.,Department of Management, Kozminski University, 57/59 Jagiellońska St., 03-301 Warsaw, Poland, e-mail: This email address is being protected from spambots. You need JavaScript enabled to view it..
Justyna Starostka, Ph.D., Department of Management, Kozminski University, 57/59 Jagiellońska St., 03-301 Warsaw, Poland, e-mail: This email address is being protected from spambots. You need JavaScript enabled to view it..

Abstract

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.