This book provides the knowledge necessary for succeeding in a
world where companies increasingly work side-by-side with customers
to create new products and services. It is a pivotal navigation
tool that helps cruise the ocean of customer integration methods
and explains how the methods work, when to choose which, and how to
seize advantages while avoiding pitfalls.This title is an essential
read for research and development managers, marketing
professionals, and other practitioners who are involved in new
product development to apply customer integration methods
effectively and efficiently to drive new product development
success. While the application of methods is no guarantee of
success, knowledge of the correct selection and appropriate
application increases the probability of new product and service
development success. Rich in theoretical frameworks, research
findings, and practical information about customer integration
methods, Innovation Heroes will help the reader appreciate the
value of customers as an innovation resource and ways to profit
from them.
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