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Getting the Customer Involved

  • Hubert Gatignon
  • David Gotteland
  • Christophe Haon

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).

Keywords

Innovation Process Mass Customization Strategic Management Journal Strategic Orientation Innovation Success 
These keywords were added by machine and not by the authors. This process is experimental and the keywords may be updated as the learning algorithm improves.

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Copyright information

© Hubert Gatignon, David Gotteland and Christophe Haon 2016

Authors and Affiliations

  • Hubert Gatignon
    • 1
  • David Gotteland
    • 2
  • Christophe Haon
    • 2
  1. 1.INSEADSorbonne UniversitésFrance
  2. 2.Grenoble Ecole de ManagementFrance

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