Article ID | Journal | Published Year | Pages | File Type |
---|---|---|---|---|
5108915 | Business Horizons | 2016 | 13 Pages |
Abstract
This article presents methods to help companies build processes that emphasize consumer ethnography, customer ethnography, and commercialization planning as components for innovation within mature, well-established consumer or industrial markets. It is written for multifunctional innovation teams and senior management toward increasing the success rates of new product innovations.
Related Topics
Social Sciences and Humanities
Business, Management and Accounting
Business and International Management
Authors
Marc H. Meyer, Frederick G. Crane, Chaewon Lee,