CUSTOMER-DRIVEN INNOVATION To be a marketplace leader , let your customers drive

  title={CUSTOMER-DRIVEN INNOVATION To be a marketplace leader , let your customers drive},
  author={Kevin C. Desouza and Yukika Awazu and Sanjeev Kumar Jha and Caroline Dombrowski and Sridhar S. Papagari and Peter Baloh},
OVERVIEW: Invomng customers in the innovation process entails a hast of new concerns, concepts and managerial decisions. Transitioning from older models oJ no or low customer involvement requires attention to the different types of customer innovation, organizational mission and o^-ganizational structure. This article provides a typologyfor customer innovation, describes how to involve customers in the innovation process, and offers guidelines fo^shifting organizational structure and emphasis… CONTINUE READING


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