A Risk-Benefit Perspective on Early Customer Integration - download pdf or read online

By Christoph Kausch

ISBN-10: 3790819611

ISBN-13: 9783790819618

ISBN-10: 379081962X

ISBN-13: 9783790819625

Customer integration within the early innovation section has been thought of the strategy of selection in idea and perform. turning out to be adventure with the idea that has proven unforeseen unintended effects that could even outweigh its famous benefits. accordingly, administration has to be in a position to verify upfront no matter if the involvement of shoppers will upload total price to every specific innovation undertaking. To help yet to not change the ultimate managerial choice, a mathematical formulation is constructed. it may be utilized to all types of procedure constructions, takes under consideration the hazards and advantages 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 potential worth of shopper integration in a selected venture.

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Users interact with each other on user Internet platforms, thus establishing contacts with people of similar interests; their contribution to the interests of the company providing the platform is a mere by-product. Another “social” motive is the wish to influence the environment (Kollock and Smith 1999). Based on the customers’ qualification and motivation, von Hippel described a type of customer whom he termed „Lead User“ (von Hippel 1986). Being highly qualified and progressive, these customers • “face needs that will be general in a marketplace – but face them months or years before the bulk of that marketplace encounters them, and • are positioned to benefit significantly by obtaining a solution to those needs” (von Hippel 1986: 796).

3 Customer integration 39 when using a certain product. The identified problems give a clue about customer needs, thus instigating innovative solutions. Three types of Problem analysis have been established: the Problem Detection System (Fornell and Menko 1981), the Opus Analysis (Winiger 1986), and the Problem Inventory Analysis (Tauber 1975). The Problem Detection System comprises four steps. In the first one, users – either individually or in a group – are asked about problems with a certain product or a product area.

Both motives for customer integration are described in detail by Hayes and Wheelwright (1988). Since the 1970s, active cooperation with customers has been an object of scientific research, starting with Achilladelis et al. (1971) and Rothwell et al. (1974) who stressed the importance of understanding customers' needs for a successful product development. An active role for customers as idea generators was first suggested in the 1960s (Enos 1962; Freeman 1968). Concrete recommendations for customer integration in the idea generation stage were advocated by von Hippel who developed the Customer-Active-Paradigm (CAP) (von Hippel 1978: 40, 1979: 84) as opposed to the Manufacturer-Active-Paradigm (MAP) (von Hippel 1978: 40, 1979: 84).

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

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