Christoph Kausch's A Risk-Benefit Perspective on Early Customer Integration PDF

By Christoph Kausch

ISBN-10: 3790819611

ISBN-13: 9783790819618

ISBN-10: 379081962X

ISBN-13: 9783790819625

Client integration within the early innovation part has been thought of the tactic of selection in thought and perform. turning out to be event with the concept that has proven unforeseen unintended effects that could even outweigh its famous merits. hence, administration should be in a position to check prematurely even if the involvement of consumers will upload total worth to each particular innovation project. To help yet to not exchange the ultimate managerial selection, a mathematical formulation is built. It can be utilized to every kind of technique constructions, takes under consideration the dangers 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 particular undertaking.      

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Extra resources for A Risk-Benefit Perspective on Early Customer Integration (Contributions to Management Science)

Sample text

In consequence, a problem inventory for a particular industry should be developed, containing statements that mention a problem but not a product. Respondents are asked to fill in the blanks, completing the sentences by spontaneously naming a product with just this specific problem. A following analysis gives clues for further investigation. 4. 4. Customer integration methods (modified and expanded from van Kleef et al. 4. 4. 4. 4. 4. 4. 4. 4. 4 Benefits and risks Customers are integrated with the purpose of increasing the effectiveness and the overall success of innovative activities.

As for risk, the use as counterpart of benefit is not quite correct: risk is the other side of chance. It is “an uncertain event which, should it occur, has a negative impact on achieving the objects” (Simon 1999). Risk consists of two components, the impact or consequence of an event and the probability or frequency of its occurrence; the mathematical formula is risk = impact level multiplied by probability of occurrence (Muessig 1997). The negative side effects of customer integration are about to gain more scientific interest: Bower and Christensen (1995: 44), Littler, Leverick and Bruce (1995: 18-19), Veryzer (1998b: 143ff), Kujala (2003), Wilson, Littler et al.

G. his search for innovative ideas (Gruner and Homburg 2000; Wynstra and Pierick 2000). This is normally a welcome contribution, but eccentric tastes or “idiosyncratic preferences” (Lengnick-Hall 1996: 799) may ruin its original value and bias the search in an unfavorable way. If an integrated customer convinces the company of his unusual point of view, which is not shared by the market, the final product may not sell well even though it meets the highest aesthetic standards. Biased results due to customers’ interests Customers’ specific interests may also pose risks.

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A Risk-Benefit Perspective on Early Customer Integration (Contributions to Management Science) by Christoph Kausch

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