Oliver Gassmann
Title
Prof. Dr.
Last Name
Gassmann
First name
Oliver
Email
oliver.gassmann@unisg.ch
Phone
+41 71 224 72 21
Web Site
5 results
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Item type:Publication, A study of negative side effects of customer integrationCustomer integration has many recognized advantages, but also entails negative side effects that may impair the success of innovative activities. These negative side effects have not yet been sufficiently investigated. Whereas some may occur within the entire early innovation phase, others are likely to affect only few sub-phases. Each sub-phase, defined in a slightly new way as compared to existing models in order to meet the investigation subject, has different activities and aims and therefore requires special integration methods and customer types. Based on extensive research and empirical studies, the paper illustrates different integration methods, negative effects of customer integration, and measures to avoid them.Type:journal articleJournal:International Journal of Technology ManagementVolume:50Issue:1Scopus© Citations 51 - Some of the metrics are blocked by yourconsent settings
Item type:Publication, Negative side effects of customer integrationCustomer integration has many recognised advantages, but also entails negative side effects that may impair the success of innovative activities. These negative side effects have not yet been sufficiently investigated. Whereas some may occur within the entire early innovation phase, others are likely to affect only few sub-phases. Each sub-phase, defined in a slightly new way as compared with existing models to meet the investigation subject, has different activities and aims, and therefore requires special integration methods and customer types. On the basis of extensive research and empirical studies, the paper illustrates different integration methods, negative effects of customer integration, and measures to avoid them.Type:journal articleJournal:International Journal of Technology ManagementVolume:50Issue:1Scopus© Citations 51 - Some of the metrics are blocked by yourconsent settings
Item type:Publication, Negative Side Effects of Customer IntegrationCustomer integration has many recognised advantages, but also entails negative side effects that may impair the success of innovative activities. These negative side effects have not yet been sufficiently investigated. Whereas some may occur within the entire early innovation phase, others are likely to affect only few sub-phases. Each sub-phase, defined in a slightly new way as compared with existing models to meet the investigation subject, has different activities and aims, and therefore requires special integration methods and customer types. On the basis of extensive research and empirical studies, the paper illustrates different integration methods, negative effects of customer integration, and measures to avoid them.Type:journal articleJournal:International Journal of Technology ManagementVolume:50Issue:1Scopus© Citations 51 - Some of the metrics are blocked by yourconsent settings
Item type:Publication, Managing the Risk of Customer IntegrationCustomer integration into the innovation process is about to become a best practice. The lead-user approach has proven to be especially valuable when reducing discontinuous innovation's market risk. Since the theory of customer integration still lacks a concept and processes, this article illustrates how companies can be helped from a practice perspective to implement customer integration to maximum market safety. Triggered by the results of an in-depth case study, we adapted Lettl's (2004) explorative model of customers' contribution to the new product development (NPD) process to engineering companies from its original background in the medical technology industry.Type:journal articleJournal:European Management JournalVolume:23Issue:2Scopus© Citations 201 - Some of the metrics are blocked by yourconsent settings
Item type:Publication, Einbeziehung des Kunden in die frühe Phase des InnovationsprozessesType:journal articleJournal:ThexisVolume:22Issue:2