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Additionally, increased costs and lack of trust puts the quality of end product at risk, which is a by-product of crowdsourcing (Hautz et al., 2010). This essay focuses on the increased involvement of the end user in innovation process. The second section of the essay highlights the available literature on the very notion of early involvement of users as a positive driver of successful production innovation. The second part also highlights a contrary view of user involvement, which is linked to uselessness of user input in the process of innovation. This essay concludes that managers of manufacturing firms needs to take a holistic view of user involvement in innova... ... middle of paper ... ...3-45.