Customer integration strategies for innovation projects: anticipation and brokering | Zendy

Patricia Sandmeier | Zendy

AI Assistant Blog Pricing

Home ZAIA Blog

Open Access

Customer integration strategies for innovation projects: anticipation and brokering

Author(s) -

Patricia Sandmeier

Publication year - 2009

Publication title -

international journal of technology management

Language(s) - English

Resource type - Journals

SCImago Journal Rank - 0.368

H-Index - 57

eISSN - 1741-5276

pISSN - 0267-5730

DOI - 10.1504/ijtm.2009.024597

Subject(s) - anticipation (artificial intelligence) , business , product (mathematics) , process management , new product development , voice of the customer , customer needs , customer intelligence , marketing , knowledge management , customer advocacy , computer science , service (business) , artificial intelligence , geometry , mathematics , service quality

Integrating customer contributions into new product development provides an effective approach for successful product innovation, but little academic research explicitly addresses appropriate customer integration strategies. To explore such strategies, this study investigates the impact of different customer contribution types and timing. An analysis of four case studies with industrial goods developers in Northern Europe is used to draw a framework revealing two customer integration strategies: anticipation and brokering. As a practical implication, the careful selection of the customer integration strategy according to the company's industry establishedness and targeted degree of product newness is recommended.

The content you want is available to Zendy users.

Already have an account? Click here to sign in.

Having issues? You can contact us here

Accelerating Research