This study recognizes that collaboration with customers for new product development may bring important financial benefits to firms, but at the same time may seriously hamper explorative learning. Many firms are approached by customers with requests to develop new products for them. While such...

This chapter gives a short overview of the factors influencing the success of green innovations from an adoption and diffusion perspective. It shows that adoption and diffusion theory offers a useful framework for studying the success of green innovations from the perspective of the customer