Collaborating with Customers to Innovate
Conceiving and Marketing Products in the Networking Age
Published on 29. January 2010
Book
Paperback/Softback
176 pages
978-1-84980-058-7 (ISBN)
Description
Collaborating with Customers to Innovate explores the collaborative potential offered by customers in digital environments to enhance the effectiveness of new product development. The internet has created the problem of an increasing need for innovation in a context where information is transparent, competitors are just one click away, and product lifecycles are shrinking. However, as the book demonstrates, the internet also provides the solution - enabling new forms of value creation with customers and an efficient way to harness distributed competences. Specifically, the authors highlight the role that digital environments play in allowing firms to engage customers in product design and testing. They develop a major review of web-based tools for marketing interaction and then explore the opportunities for sustaining innovation through collaboration beyond the customer-firm relationship. The book enriches an important debate in management and in academia on the new product development process. It encompasses marketing approaches and is sharply focused on the opportunities that digital technologies have created for involving customers in collaborative innovation, and actionable recommendations for putting collaborative innovation to work. The book will appeal to academics as well as practitioners in marketing and new product development as well as MBA students on marketing and new product development courses.
Reviews / Votes
'Collaborating with Customers to Innovate is an excellent book for scholars. . . thanks to its robust framework and its precise links to the existing literature, I would recommend it as a required reading for all those (numerous) academics who want to get acquainted with this crucial subject.' -- Roberto Verganti, R&D Management 'Customers have become a critical innovation partner for companies in many industries. At the same time, new information technologies have made such collaborative innovation with customers more feasible and cost-effective. Prandelli, Sawhney, and Verona's book resonates this important theme and contributes to our understanding of the associated management concepts and practices. Definitely a valuable book - for both academic researchers as well as practitioners!' -- Satish Nambisan, Rensselaer Polytechnic Institute, US 'The profound research effort and the farsightedness of the theories elaborated make this book an essential guide to innovation through collaboration. As a matter of fact, many of the techniques described here are being leveraged by IBM today to improve the relationship with its customers.' -- Guido Gerlotti, Vice President, ibm.com Global Web Sales 'Prandelli, Sawhney and Verona fuse real world illustrations of customer driven innovation with rigorous academic analysis. As a virtual knowledge broker in the automotive marketplace, Edmunds has experienced firsthand what Prandelli, Sawhney and Verona have so insightfully described. I applaud them for sharing these insights with managers the world over in such an actionable and perceptive manner.' -- Avi Steinlauf, President of Edmunds.comMore details
Language
English
Place of publication
Cheltenham
United Kingdom
Target group
College/higher education
Professional and scholarly
Dimensions
Height: 234 mm
Width: 156 mm
ISBN-13
978-1-84980-058-7 (9781849800587)
Copyright in bibliographic data and cover images is held by Nielsen Book Services Limited or by the publishers or by their respective licensors: all rights reserved.
Schweitzer Classification
Persons
Emanuela Prandelli, Associate Professor of Management, Bocconi University, Italy, Mohanbir Sawhney, McCormick Tribune Professor of Technology, Northwestern University, US and Gianmario Verona, Professor of Management, Bocconi University, Italy
Content
Contents: Introduction 1. An Increasing Need for Innovation 2. The Promise of Collaborative Innovation 3. Tools for Collaborative Innovation 4. Managing an Integrated Portfolio of Tools for Collaborative Innovation 5. From Collaborative to Distributed Innovation 6. Virtual Communities 7. Virtual Knowledge Brokers 8. Open-Source Systems 9. Conclusions References Index