We aim to give the main rationale to create products and/or services in a state-of-mind associating every stakeholder in the frame of a reactive and networked organization. This implies a value-chain from basic research to users needs, the starting point being often fuzzy. The consequences upon the strategy of the firm's offer is analyzed as well from a quantitative point of view (accounting) than a qualitative one. Various forms of organizations are reviewed or suggested, including the kind of corresponding culture, the necessary data-bases and the importance of collaboration.
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