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Getting the Customer Involved

  • Chapter
Making Innovation Last: Volume 2

Abstract

Chapter 4 provided a discussion of organizations that are customer oriented, which involves information gathering, analysis, and dissemination across the organization. Such efforts are critical for the success of the firm, both generally and through the creation of successful new products and services. The question addressed in this chapter instead pertains to the value of involving the customer directly in the process that leads to such innovation. Getting the customer involved in the innovation process is consistent with theories in organizational behavior that suggest the interactions between the firm and its external environment determine the firm’s performance. An open innovation model also has been suggested (Chesbrough 2003), in which firms use “a wide range of external actors and sources to help them achieve and sustain innovation” (Laursen and Salter 2006, p. 131). In this sense, customers are key actors in the firm’s external environment, and the extent to which a product satisfies customers’ needs is a main driver of innovation success (Henard and Szymanski 2001).

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Authors and Affiliations

  1. INSEAD, Sorbonne Universités, France

    Hubert Gatignon

  2. Grenoble Ecole de Management, France

    David Gotteland & Christophe Haon

Authors
  1. Hubert Gatignon
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  2. David Gotteland
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  3. Christophe Haon
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© 2016 Hubert Gatignon, David Gotteland and Christophe Haon

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Gatignon, H., Gotteland, D., Haon, C. (2016). Getting the Customer Involved. In: Making Innovation Last: Volume 2. Palgrave Macmillan, London. https://doi.org/10.1007/978-1-137-57264-6_2

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