"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...

We report on a survey of the innovation activities and characteristics of 153 users of outdoor-related consumer products. We find a high level of innovation by these consumers. Thirty-seven percent report that they have developed ideas for new or improved products, and more than 9% report...