By Christoph Kausch
Consumer integration within the early innovation section has been thought of the tactic of selection in thought and perform. becoming adventure with the idea that has proven unforeseen unintended effects which could even outweigh its well-known merits. as a result, administration should be capable of determine prematurely even if the involvement of consumers will upload total worth to each particular innovation project. To aid yet to not exchange the ultimate managerial choice, a mathematical formulation is built. It can be utilized to every kind of approach buildings, takes under consideration the hazards and advantages contingent on a company's scenario in addition to risk-reducing and benefit-increasing measures and interprets them into numerical values. The ensuing determine shows the potential price of shopper integration in a selected undertaking.
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Additional info for A Risk-Benefit Perspective on Early Customer Integration (Contributions to Management Science)
This distinction, however, is not very convincing because it does not further scientific conclusions: a process found in practice is hardly worth describing unless it is considered exemplary for others, and by being described it is transformed into an “ideal” process model. The following models are introduced in detail: • • • • • Stage Gate Process (Cooper 1988: 242) Development Funnel by Wheelwright and Clark (1992) Front End Model by Khurana and Rosenthal (1998) New Concept Development Model (Koen et al.
Prototype Testing, constituting the last sub-phase, has been included in this model for the sake of its vast possibilities of customer integration. 24 2 Literature review of key issues Phase I Opportunity Identification & Analysis Idea & Knowledge Creation Phase II Customer Knowledge Prototype Testing New Product Development Phase III Commercialization Idea & Functionality Selection Concept Definition Fuzzy Front End Fig. 5. 1. 3 Customer integration To achieve a comprehensive view of customer integration, this term has to be broken down into its components because different customers require different integration measures and vice versa.
Finding solutions for these problems (by means of creativity techniques) 5. Developing and testing prototypes (the latter being done by customers as well). 3 Customer integration uc tio n Prototype Development and Testing Observation Empathic Design Solution Finding Data Collection Reflection and Analysis Source: according to Leonard and Rayport (1997) and Koen, Ajamian 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.
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