A Risk-Benefit Perspective on Early Customer Integration

Authors: Christoph Kausch Publisher: Springer Edition: 1 Publish Year: 2007 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. This book develops a mathematical formula to support this decision.