Minimizing the Market Risks through Customer Integration in NPD. Learnings from a bad practice
Journal
Creativity and Innovation Management
ISSN
0963-1690
ISSN-Digital
1467-8691
Type
journal article
Date Issued
2005
Author(s)
Abstract
Customer 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 and maximize 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, which was originally developed for the medical technology industry, to engineering companies.
Language
English
Keywords
Customer Integration
Case Study
Discontinuous Innovation
HSG Classification
contribution to scientific community
Refereed
Yes
Publisher
Willey-Blackwell
Publisher place
Oxford
Volume
14
Number
4
Start page
425
End page
437
Pages
13
Subject(s)
Division(s)
Eprints ID
17075
File(s)![Thumbnail Image]()
Name
05_CIM_marketrisks.pdf
Size
145.84 KB
Format
Adobe PDF
Checksum (MD5)
3f3926cac19b1c3fd8f65390b94c918e