Customer Integration in the Early Phase of the Innovation Process

Customer input has become a valuable component of the innovation process. The integration of customer knowledge into the early innovation phase requires special types of customers and methods and entails specific risks according to each stage. This article describes when and how customers can be integrated and how possible negative side effects can be avoided. Relying on intensive desk research, in-depth case studies, and workshops with nine companies that are experienced in customer integration, the authors explain in detail the theoretical and practical aspects of knowledge integration and give advice on minimizing unwelcome side effects.