Download A Risk-Benefit Perspective on Early Customer Integration by Christoph Kausch PDF

By Christoph Kausch

Customer integration within the early innovation section has been thought of the tactic of selection in concept and perform. turning out to be adventure with the concept that has proven unforeseen unwanted effects which could even outweigh its famous benefits. accordingly, administration should be in a position to investigate prematurely even if the involvement of shoppers will upload total price to every specific innovation venture. To help yet to not exchange the ultimate managerial determination, a mathematical formulation is built. it may be utilized to all types of technique buildings, takes into consideration the dangers and merits contingent on a company's state of affairs in addition to risk-reducing and benefit-increasing measures and interprets them into numerical values. The ensuing determine exhibits the possible worth of shopper integration in a selected venture.

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2006a). The end of the early innovation phase differs according to the various process models. Some authors include the technical process of product development into the early innovation phase (Cooper 1988: 238; Nihtilä 1999: 56f; Nottrodt 1999: 3), others (Jonash and Sommerlatte 2000: 50; Schwankl 2002: 8) consider prototype development as part of the fuzzy front end. 2 Early innovation phase 19 the first emerging opportunity for a new product to the final go/no go decision prior to the actual product development.

Within MAP, the customer, being considered incapable of own innovative activities, is only active when expressly asked by the manufacturer -"speaking only when spoken to"- (von Hippel 1978: 243), whereas within CAP most innovative activities of the idea generation phase are instigated and carried out by customers (von Hippel 1979: 87). The CAP model was modified by Foxall and Tierney (1984) and Voss (1985) into a CAP 2 model, increasing the possible places of customer integration within the innovation process.

In literature and practice the terms benefit, chance, advantage, and positive effect are often used at random for the same phenomenon without attention to different meanings (this thesis will use the predominant term benefit in a general way, referring to “chance” only when the element of uncertainty is of special importance). Various benefits of customer integration have been described in literature and verified by experiments. Those with widespread practical relevance are: Better market orientation Marketing considerations play an increasingly important role in the innovation process.

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