The "metaverse" - envisaged as an expansive, fully interoperable network of 3D virtual worlds - remains a distant prospect with a certain degree of conceptual and technological ambiguity. Nevertheless, an increasing number of firms are investigating the potential of the metaverse as a platform...

Genaue Prognosen von Absatzmöglichkeiten und Marktpotenzialen für Innovationen können heute ein entscheidender Faktor sein, um sich auf dem Markt zu behaupten. Zur Sicherung des langfristigen Unternehmenserfolgs sind im Zeitablauf produkt- und sortimentspolitische Entscheidungen zu treffen....

Genaue Prognosen von Absatzmöglichkeiten und Marktpotenzialen für Innovationen können heute ein entscheidender Faktor sein, um sich auf dem Markt zu behaupten. Ein verspäteter Markteintritt kann gravierende Auswirkungen auf den Umsatz und somit auf den Erfolg des Unternehmens haben. Dieser...

Several organizations have developed ongoing crowdsourcing communities that repeatedly collect ideas for new products and services from a large, dispersed “crowd” of non-experts (consumers) over time. Despite its promises, little is known about the nature of an individual’s ideation...

Firms can enhance product innovation performance by continuously staying in touch with customers and the market in general. While studies on market oriented product development have identified several general dimensions of market knowledge used in product innovation, the nature of market...

Customer co-creation denotes an active, creative and social collaboration process between producers (retailers) and customers (users), facilitated by the company. Customers become active participants in an open innovation process of a firm and take part in the development of new products or...

While much research has emphasized improving current new product concept techniques, little work has focused on trait-based approaches that specify which consumers are the "right" ones to use in the new product development process, particularly in the consumer goods industry. We propose that the...

Profiting from technological innovation requires both the development of new products and the capture or appropriation of profits from them. For new product development, the interplay of marketing and R&D has been intensively researched. In contrast, on the issue of capturing value it has been...

How do firms cope with the challenges of disruptive change in their industry? Numerous studies have highlighted that success with any prior technology creates a negative legacy effect for the next radical technological shift. We question the overly pessimistic view of such legacy effects and ask...