The optimal way to cooperate. Scientific analysis underlines the successful concept.

Wirtschaftswissenschaften

Enkel, Ellen

The optimal way to cooperate. Scientific analysis underlines the successful concept.

Enkel, Ellen: The optimal way to cooperate. Scientific analysis underlines the successful concept. , ABB Review, 2008 (1): 1-9.

Originalarbeiten in wissenschaftlichen Fachzeitschriften

One of the greatest opportunities for companies wanting to improve their overall innovation capabilities and reduce discontinuous innovations’ market risk is to integrate their customers into the innovation process. The earlier customers' knowledge and experience can be integrated in the innovation process, the more the company can focus its R&D activities to satisfy customer's needs. Customer integration into the R&D process leads to the identification of information on customer needs, disseminates the information throughout the critical functional areas within a company and translates this information into auspicious new products and services. Empirical studies show that customer integration into the innovation process is an increasingly applied method that aims at reducing the risk of failure in investment. Lead user approach, consumer communities and extreme customer integration are only some terms heavily discussed in current research and managerial papers.