Managing the Risk of Customer Integration
Journal
European Management Journal
ISSN
0263-2373
ISSN-Digital
0263-2373
Type
journal article
Date Issued
2005-04-01
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 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.
Language
English
Keywords
Customer Integration
Case Study
Discontinuous Innovation
HSG Classification
contribution to scientific community
Refereed
Yes
Publisher
Pergamon
Publisher place
Oxford
Volume
23
Number
2
Start page
203
End page
213
Pages
11
Subject(s)
Division(s)
Eprints ID
8565
File(s)![Thumbnail Image]()
Name
05_EMJ_ManagingCustomerRisks .pdf
Size
193.28 KB
Format
Adobe PDF
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