„Kundenorientierung ist entscheidend für den Innovationserfolg!“ Obwohl dem Wissenschaftler und Praktiker in der Marktforschung grundsätzlich zustimmen dürften, ist mit der konsequenten Ausrichtung auf die Kundenbedürfnisse gleichzeitig der Nachteil einer konservativen Innovationspolitik...

Close orientation with the market is essential for innovation success! Although both academics and market research practitioners would generally agree with this statement, alignment with the needs of the customer often results in conservative innovation strategies. Due to their focus on what is...

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...

Close orientation with the market is essential for innovation success! Although both academics and market research practitioners would generally agree with this statement, alignment with the needs of the customer often results in conservative innovation strategies. Due to their focus on what is...