A Risk-Benefit Perspective on Early Customer Integration (Contributions to Management Science)

by Christoph Kausch (Author)

• New

  Paperback
  2007

  $92.22

  Customer integration in the early innovation phase, considered the method of choice in theory and practice, has shown unexpected side effects that may even outweigh its recognized advantages. As a result, management needs to be able to assess in advance whether the involvement of customers will add overall value to an innovation project.