Publication type: Book part
Type of review: Editorial review
Title: ABB: Integrating the Customer
Authors : Sandmeier Kahmen, Patricia
Korba, Petr
DOI : 10.1007/978-3-319-01056-4_15
Published in : Management of the fuzzy front end of innovation
Editors of the parent work: Schweitzer, Fiona
Gassmann, Oliver
Pages : 31
Pages to: 48
Issue Date: 2013
Publisher / Ed. Institution : Springer
Publisher / Ed. Institution: Berlin
ISBN: 978-3-319-01056-4
Language : English
Subject (DDC) : 658.4: Executive Management
658.8: Marketing management
Abstract: The trend towards open innovation and crowdsourcing inspires new ways of thinking about customers’ involvement in the innovation process, which encourages companies to open up their innovation processes and gain customer insights from people and institutions outside the firm. In order to drive a product successfully from the front end to the next innovation stage, managers need information, which can be either solution information or needs information, that helps them reduce technical and market uncertainties. The customer’s role in the process of gathering information differs according to whether the indirect, and more traditional, approach of integrating the customer (manufacturer active paradigm) or the approach of direct customer integration is chosen, where the creative potential and the tacit knowledge of the user are directly used as innovation input (customer active paradigm). The targets for customer integration have to be set accordingly, and the most suitable market research tool has to be selected, which either can belong to the group of needs-focused research methods or of solution-focused research techniques. This chapter also discusses the issue of how to find the appropriate participants and to encourage them to get involved in the process and how the findings can best be implemented in the company.
URI: https://digitalcollection.zhaw.ch/handle/11475/1760
Fulltext version : Published version
License (according to publishing contract) : Licence according to publishing contract
Departement: School of Engineering
Organisational Unit: Institute of Energy Systems and Fluid Engineering (IEFE)
Appears in Collections:Publikationen School of Engineering

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