| 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 |
| Page(s): | 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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Sandmeier Kahmen, P., & Korba, P. (2013). ABB: Integrating the Customer. In F. Schweitzer & O. Gassmann (Eds.), Management of the fuzzy front end of innovation (pp. 31–48). Springer. https://doi.org/10.1007/978-3-319-01056-4_15
Sandmeier Kahmen, P. and Korba, P. (2013) ‘ABB: Integrating the Customer’, in F. Schweitzer and O. Gassmann (eds) Management of the fuzzy front end of innovation. Berlin: Springer, pp. 31–48. Available at: https://doi.org/10.1007/978-3-319-01056-4_15.
P. Sandmeier Kahmen and P. Korba, “ABB: Integrating the Customer,” in Management of the fuzzy front end of innovation, F. Schweitzer and O. Gassmann, Eds. Berlin: Springer, 2013, pp. 31–48. doi: 10.1007/978-3-319-01056-4_15.
SANDMEIER KAHMEN, Patricia und Petr KORBA, 2013. ABB: Integrating the Customer. In: Fiona SCHWEITZER und Oliver GASSMANN (Hrsg.), Management of the fuzzy front end of innovation. Berlin: Springer. S. 31–48. ISBN 978-3-319-01056-4
Sandmeier Kahmen, Patricia, and Petr Korba. 2013. “ABB: Integrating the Customer.” In Management of the Fuzzy Front End of Innovation, edited by Fiona Schweitzer and Oliver Gassmann, 31–48. Berlin: Springer. https://doi.org/10.1007/978-3-319-01056-4_15.
Sandmeier Kahmen, Patricia, and Petr Korba. “ABB: Integrating the Customer.” Management of the Fuzzy Front End of Innovation, edited by Fiona Schweitzer and Oliver Gassmann, Springer, 2013, pp. 31–48, https://doi.org/10.1007/978-3-319-01056-4_15.
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