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| Author: | Imwinkelried, B. |
| Title: | Innovationsmarketing verkürzt die Zeit zwischen Entwicklung und marktfähigem Produkt. *ABB |
| Journal: | Management-Zeitschrift Industrielle Organisation
1995 : VOL. 64:3, p. 40-45 |
| Index terms: | INNOVATION MARKETING CUSTOMERS PRODUCT DEVELOPMENT PROJECT MANAGEMENT GAS TURBINES |
| Language: | ger |
| Abstract: | The call for increased customer nearness has become ever louder since the publication of best seller "In Search of Excellence" by Peters and Waterman. Innovation research shows that successful companies are characterised by consistent customer orientation. Customer orientation has become a strategic success factor especially in the capital goods industry. |
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