Oliver Gassmann
Title
Prof. Dr.
Last Name
Gassmann
First name
Oliver
Email
oliver.gassmann@unisg.ch
Phone
+41 71 224 72 21
Web Site
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Item type:Publication, A Strategic View on Early Customer Integration into the Innovation ProcessThis study shows that besides the Lead User approach there are other relevant modes of customer integration into the innovation front-end. From a strategic perspective, manufacturers' goals and objectives and their influence on the management of a specific mode are described. We therefore look at roles customers can be assigned to and - closely connected - to contributions they will deliver. Our findings lead to a typology and corresponding managerial implications for customer integration, based on manufacturer's goals and customer's contributions.Type:conference paper - Some of the metrics are blocked by yourconsent settings
Item type:Publication, Early Customer Integration ECI - New Trends and Developments beyond the Lead User ApproachIn the current diverse and dynamic business environment, customer contributions can improve the effectiveness of product innovation activities. Consequently, companies engage in numerous initiatives to get closer to their customers or involve them directly in their innovation processes. In this analysis of European high-tech companies, the authors focus on the innovation front-end, since during the early stages of the innovation process, customer consideration can greatly affect innovation success. Using specific manufacturer goals for early customer integration (ECI) as starting point, the authors derive necessary customer contributions, then develop a conceptual framework for ECI. Four new customer roles enhance the well-known lead user approach: opportunity sensor, complementary specialist, specifier, and selector. Using this foundation, the paper analyses the respective characteristics and managerial challenges of these ECI roles.Type:conference paper