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A Risk-Benefit Perspective on Early Customer Integration
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Gewicht:
454 g
Format:
236x156x16 mm
Beschreibung:
Includes supplementary material: sn.pub/extras
Literature review of key issues.- Development of an analysis model for a risk-benefit balance.- Case studies on early customer integration.- Characteristics of successful early customer integration.- Managerial recommendations for advisable envisaged customer integration.- Conclusion.
Customer integration in the early innovation phase, considered the method of choice in theory and practice, has shown unexpected side effects that may even outweigh its recognized advantages. As a result, management needs to be able to assess in advance whether the involvement of customers will add overall value to an innovation project. This book develops a mathematical formula to support this decision.