Creating Major Innovations with Customers: Insights from Small and Young Technology Firms

@article{Coviello2012CreatingMI,
  title={Creating Major Innovations with Customers: Insights from Small and Young Technology Firms},
  author={Nicole Coviello and Richard Joseph},
  journal={Journal of Marketing},
  year={2012},
  volume={76},
  pages={104 - 87}
}
The marketing literature typically argues that customers cannot easily be involved with, and contribute to, the creation of major innovation (MI). This article finds otherwise. The authors use an inductive process method to study how six MIs were developed for business-to-business markets by small and young technology firms. Three of the MIs were successful, and three failed. The firms with MI success are distinguished by a nonconventional new product development process that includes five… 

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