search query: @author Gassmann, O. / total: 16
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| Author: | Enkel, E. Perez-Freije, J. Gassmann, O. |
| Title: | Minimizing market risks through customer integration in new product development: learning from bad practice |
| Journal: | Creativity and innovation management
2005 : DEC, VOL. 14:4, p. 425-437 |
| Index terms: | customers integration learning product development |
| Language: | eng |
| Abstract: | This paper discusses customer integration into the innoation process. It is illustrated how companies can be helped from a practice pespective to implement customer integration and maximize market safety. The authors adapt Lettl's explorative model of customers' contribution to the new product development process, which was originally developed for the medical technology industry. |
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