Customer integration is an integral element of the innovation process today. Yet, despite the potential for integrating … integration throughout their NPD and innovation processes and to overcome typical various types of barriers. …

strategic innovation (SI) and to encourage consensus over the field's core foundation of main themes. Design …/methodology/approach – The paper explores the intersection between the constituent fields of strategic management and innovation management …, evolutionary process of selection, adoption and an inevitable degree of change and adaptation, just like any other innovation …