Managing the Risk of Customer Integration

Item Type Journal paper
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 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.

Authors Enkel, Ellen; Kausch, Christoph & Gassmann, Oliver
Journal or Publication Title European Management Journal
Language English
Keywords Customer Integration, Case Study, Discontinuous Innovation
Subjects business studies
HSG Classification contribution to scientific community
Refereed Yes
Date 1 April 2005
Publisher Pergamon
Place of Publication Oxford
Volume 23
Number 2
Page Range 203-213
Number of Pages 11
ISSN 0263-2373
ISSN-Digital 0263-2373
Publisher DOI 10.1016/j.emj.2005.02.005
Depositing User Ellen Enkel
Date Deposited 10 Mar 2005 12:36
Last Modified 23 Aug 2016 10:54
URI: https://www.alexandria.unisg.ch/publications/8565

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Citation

Enkel, Ellen; Kausch, Christoph & Gassmann, Oliver (2005) Managing the Risk of Customer Integration. European Management Journal, 23 (2). 203-213. ISSN 0263-2373

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https://www.alexandria.unisg.ch/id/eprint/8565
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