Cooperation is working with others for mutual benefit, and collaboration is a deeper communal effort toward a shared goal. In the digital economy, people will need to cooperate and collaborate with both colleagues and technologies.16 New digital technologies are changing how people work together. Tools such as interactive portals and social networking are common features of work, and their use is set to increase. An Avanade survey of business leaders across 15 developed countries found that 77% are already using such technologies, and 82% want to use them even more in the future.
Companies are already leveraging open-source collaboration to solve problems and engage customers. For example, Local Motors, a car manufacturer in Arizona, uses an open digital platform to facilitate co-creation and micro-manufacturing, allowing customers to design their own cars based on designs from more than 30,000 contributors around the globe.