The level of cognitive distance determines how detailed objects, persons or events are mentally construed. The higher the level of cognitive distance between two individuals, the lower the level of detail in mental representation of each other. In product development, a detailed conception of...

The level of cognitive distance determines how detailed objects, persons or events are mentally construed. The higher the level of cognitive distance between two individuals, the lower the level of detail in mental representation of each other. In product development, a detailed conception of...

Malte Marwede explores the impact of cognitive distance in product development, in particular whether large distances between developers and the customer target groups adversely affect the creation of customer-centric product ideas. Furthermore, he shows how practical user involvement measures...

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

Unternehmen, die Produkte der nächsten Generation entwickeln, stehen oft vor folgendem Problem: Orientieren sie ihre Entwicklung zu stark an den heutigen Kunden und Anwendern, resultieren oft nur kleine Innovationen ("inkrementale Innovation"). Lösen Sie sich hingegen von diesen Anwendern,...

"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...