By Christoph Kausch
Customer integration within the early innovation part has been thought of the strategy of selection in conception and perform. transforming into event with the idea that has proven unforeseen negative effects that can even outweigh its famous benefits. consequently, administration has to be capable of investigate upfront no matter if the involvement of shoppers will upload total worth to every specific innovation undertaking. To aid yet to not exchange the ultimate managerial selection, a mathematical formulation is built. it may be utilized to all types of method constructions, takes under 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 shows the possible price of shopper integration in a particular venture.
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Additional info for A Risk-Benefit Perspective on Early Customer Integration
4 Benefits and risks 51 uncertain. By integrating an important customer, a company may ensure that this customer remains a faithful, reliable buyer of the company’s products. Also, access to new customers may be a longer-term strategic perspective when integrating already well-known ones (Campbell and Cooper 1999). Collaboration with another company or with an important lead user, leading to a long-term learning effect, may improve the company’s competitive position in the market, in the expectation that the customer’s knowledge will go to the company only and will not boost competitors (Hagedoorn 1993; Wilson et al.
2002) Fig. 8. Elements of the Empathic Design method The Ulwick method first came into use in 2002. On observing the innovation process in various companies, Ulwick (2002) discovered that many innovative products failed in the market although customers had been involved in the concept development. In contrast to the previously described integration methods, he put the failure down on too much and too early reliance on customers’ wishes. According to him, it is not the customers who should decide on the form of a new product but the company experts.
Integrated customers can provide the necessary information on market needs and wishes; products developed accordingly will sell well. The benefit of better market orientation as a consequence of early customer involvement can even be considered as the most cogent argument in favor of this concept (Kujala 2003; Littler et al. 1995; Wilson et al. 1996). 50 2 Literature review of key issues Reduction of development time One of the most frequently mentioned benefits of customer integration is the resulting speeding up of the development process (Cordero 1991; Littler et al.
A Risk-Benefit Perspective on Early Customer Integration by Christoph Kausch