The World’s Most Innovative Companies [the broken link was removed] :
Consumers increasingly are doing the innovation themselves. Consider Google Inc. (GOOG ), our No. 2 innovator, and its mapping technology, which it opened to the public. This produced a myriad of “mash-ups” in which programmers combine Google’s maps with anything from real estate listings to local poker game sites.
Google’s mash-ups are just one example of the escalating phenomenon of open innovation. These days the world is your R&D lab. Customers are co-opting technology and morphing products into their own inventions.