In this study we research user integration in the German service industry. Goal is to explorethe industrial practice with regard to four dimensions of user integration, i.e., why, whom,how, and how successful the service industry integrates to find novel service ideas. Data iscollected from a...

Grundlagen der Untersuchung der frühen Phasen Herleitung des Untersuchungsmodells der frühen Phasen Durchführung der empirischen Untersuchung der frühen Phasen Deskriptive Befunde Kausalanalytische Untersuchung

"Strong market orientation is essential for innovation success!" Although both academics and market research practitioners would generally accept this statement, alignment with the needs of the customer often results in conservative innovation strategies. Due to their focus on what is currently...

Purpose – The purpose of the present study is to assess India's potential as a lead market for cost‐effective frugal innovations. This is of special interest since lead markets have traditionally existed in economically highly developed countries, whereas developing countries have faced...

Securing access to “lead markets” is generally regarded as a key driver for the increasing globalization of innovation since these are considered to be “early indicators” for emerging customer needs. Such markets, therefore, offer a good chance of uncertainty reduction for in the...