Non-customers as initiators of radical innovation

@article{Rosenzweig2017NoncustomersAI,
  title={Non-customers as initiators of radical innovation},
  author={Stav Rosenzweig},
  journal={Industrial Marketing Management},
  year={2017},
  volume={66},
  pages={1-12}
}
Abstract Customers who initiate innovation is a topic frequently discussed in the marketing literature. However, the literature largely ignores non-customers – individuals or firms not using products in the category – as potential initiators of innovation in general and of radical innovation in particular. We argue that non-customers have high knowledge of their own needs, but their knowledge of technology is insufficient to self-generate an innovation. By approaching a potential supplier with… Expand
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