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Strategic customer foresight: From research to strategic decision-making using the example of highly automated vehicles

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  • Schweitzer, Nicola
  • Hofmann, Rupert
  • Meinheit, Andreas

Abstract

Understanding changing consumer needs is crucial for a company's survival. Particularly in the context of vehicle autonomy, customer insights lay a significant foundation for strategic decision-making of organizations in the automotive industry. This paper outlines how a German car manufacturer explored customer needs in the context of highly automated vehicles (AVs).11Highly automated vehicles (SAE level 3) = highly AVs. by implementing corporate foresight research with visionary customers and how the findings supported the strategic decision-making process of the firm.

Suggested Citation

  • Schweitzer, Nicola & Hofmann, Rupert & Meinheit, Andreas, 2019. "Strategic customer foresight: From research to strategic decision-making using the example of highly automated vehicles," Technological Forecasting and Social Change, Elsevier, vol. 144(C), pages 49-65.
    • Handle: RePEc:eee:tefoso:v:144:y:2019:i:c:p:49-65
    DOI: 10.1016/j.techfore.2019.04.004
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    3. Eller, Eric & Hofmann, Rupert & Schwarz, Jan Oliver, 2020. "The Customer Foresight Territory," Marketing Review St.Gallen, Universität St.Gallen, Institut für Marketing und Customer Insight, vol. 37(3), pages 12-19.
    4. Ghouri, Arsalan Mujahid & Akhtar, Pervaiz & Haq, Mirza A. & Mani, Venkatesh & Arsenyan, Gayane & Meyer, Martin, 2021. "Real-time information sharing, customer orientation, and the exploration of intra-service industry differences: Malaysia as an emerging market," Technological Forecasting and Social Change, Elsevier, vol. 167(C).
    5. Sakellariou, Evy & Karantinou, Kalipso & Goffin, Keith, 2021. "Video-ethnography during Covid-19 and beyond: Generating user foresights in a virtual world," Technological Forecasting and Social Change, Elsevier, vol. 169(C).
    6. Nastjuk, Ilja & Herrenkind, Bernd & Marrone, Mauricio & Brendel, Alfred Benedikt & Kolbe, Lutz M., 2020. "What drives the acceptance of autonomous driving? An investigation of acceptance factors from an end-user's perspective," Technological Forecasting and Social Change, Elsevier, vol. 161(C).
    7. Sakellariou, Evy & Karantinou, Kalipso & Goffin, Keith, 2020. "From user insights to user foresights: Applying video-based ethnographic narratives and user innovation in NPD," Technological Forecasting and Social Change, Elsevier, vol. 153(C).

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