Inhaltszusammenfassung

Customer integration is one way of thinking in open innovation models. However, despite the potential of integrating external knowledge in a new product development (NPD) process, companies fail to benefit from open innovation sufficiently. Research has revealed certain reasons for the limited use of external knowledge like restricted absorptive capacity, intellectual property concerns or the “not-invented-here”-syndrome. We contribute to the discussion on impediments and barriers to customer...Customer integration is one way of thinking in open innovation models. However, despite the potential of integrating external knowledge in a new product development (NPD) process, companies fail to benefit from open innovation sufficiently. Research has revealed certain reasons for the limited use of external knowledge like restricted absorptive capacity, intellectual property concerns or the “not-invented-here”-syndrome. We contribute to the discussion on impediments and barriers to customer integration by investigating a major German telecommunication company with regard to different customers’ roles and different stages in NPD. Therefore personal interviews were conducted, with chosen representatives of the telecommunication company, to examine its innovation process, instruments for customer integration, and its barriers. While some of those barriers seem to be present over the entire innovation process others are only existent in the core development phases. Our results help managers to identify impediments towards customer integration along the new product development and innovation process and deliver recommendations how to come up against different kinds of barriers. » weiterlesen» einklappen

Autoren

Klassifikation

DFG Fachgebiet:
Wirtschaftswissenschaften

DDC Sachgruppe:
Wirtschaft