Minimizing Market Risks Through Customer Integration in New Product Development: Learning from Bad Practice

13 Pages Posted: 30 Dec 2005

See all articles by Ellen Enkel

Ellen Enkel

University of St. Gallen - Competence Centre Open Innovation - Institute of Technology Management (ITEM)

Javier Perez-Freije

University of St. Gallen - Institute of Technology Management

Oliver Gassmann

University of St. Gallen - Institute of Technology Management

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 and maximize market safety. Triggered by the results of an in-depth case study, we adapted Lettl's explorative model of customers' contribution to the new product development (NPD) process, which was originally developed for the medical technology industry, to engineering companies.

Suggested Citation

Enkel, Ellen and Perez-Freije, Javier and Gassmann, Oliver, Minimizing Market Risks Through Customer Integration in New Product Development: Learning from Bad Practice. Creativity and Innovation Management, Vol. 14, No. 4, pp. 425-437, December 2005. Available at SSRN: https://ssrn.com/abstract=861344 or http://dx.doi.org/10.1111/j.1467-8691.2005.00362.x

Ellen Enkel (Contact Author)

University of St. Gallen - Competence Centre Open Innovation - Institute of Technology Management (ITEM) ( email )

Varnbuelstr. 14
Saint Gallen, St. Gallen CH-9000
Switzerland

Javier Perez-Freije

University of St. Gallen - Institute of Technology Management ( email )

Varnbuelstr. 14
Saint Gallen, St. Gallen CH-9000
Switzerland
+41(0) 71 224 7233 (Phone)
+41(0) 71 224 7301 (Fax)

Oliver Gassmann

University of St. Gallen - Institute of Technology Management ( email )

Varnbuelstr. 14
Saint Gallen, St. Gallen CH-9000
Switzerland

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