Online-Kundeneinbindung in den frühen Innovationsphasen

Cornelius Herstatt · Jan G. Sander

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Service and Product Innovation Innovation and Knowledge Management Open Source Software Innovations

Abstract

Erfolgreiches Innovationsmanagement ist durch ausgeprägte Kundennähe gekennzeichnet: Kundennähe ist der zentrale wie stabile Erfolgsfaktor über praktisch alle Erfolgsfaktorenuntersuchungen zum Innovationsmanagement in den vergangenen 30 Jahren.1 Konkret bedeutet Kundennähe im Innovationsprozess, Kundenprobleme wie -wünsche frühzeitig aufzugreifen und in Produkten bzw. Serviceleistungen umzusetzen, die den Anforderungen der Referenzkunden standhalten.

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2007The Sources of Innovation 2000Information Rules: A Strategic Guide to the Network Economy 2002The Field behind the Screen: Using Netnography for Marketing Research in Online Communities 1994“Sticky Information” and the Locus of Problem Solving: Implications for Innovation 1999Information Rules: A Strategic Guide to the Network Economy 1993The Voice of the Customer 2001Winning at new products : accelerating the process from idea to launch 2002The virtual customer

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2013Integrated Communication in the Innovation Process: An Approach to Integrated Innovation Communication

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