Managerial recommendations for advisable envisaged customer integration

Part of the Contributions to Management Science book series (MANAGEMENT SC.)


With the proclaimed change of paradigm, holding that customer integration can no longer be considered a priori a generally advisable practice, innovation managers are faced with an additional burden of decision-making. They ought to decide in every single innovation task whether customer integration would add value in comparison to mere in-house activities or to innovations with the help of other external sources. The rationale for this decision is simple in theory: customer integration is advisable if the prospective benefits gained by it are higher than the prospective disbenefits. In practice, however, such a decision presupposes a variety of other, if smaller, decisions on the factors that influence this balance, e.g. the task in question, the likely benefits, or special risk-reducing measures.


Market Orientation Innovation Manager Integration Project Managerial Recommendation Resource Dependence Theory 
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© Physica-Verlag Heidelberg 2007

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