Minimizing Market Risks Through Customer Integration in New Product Development : Learning from Bad Practice

Customer integration into the innovation process is about to become a best practice. The lead-user approach has proven to be especially valuable when reducing discontinuous innovation's market risk. Since the theory of customer integration still lacks a concept and processes, this article illustrates how companies can be helped from a practice perspective to implement customer integration and maximize market safety. Triggered by the results of an in-depth case study, we adapted Lettl's explorative model of customers' contribution to the new product development (NPD) process, which was originally developed for the medical technology industry, to engineering companies