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Managing the Risk of Customer Integration

Author

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  • Enkel, Ellen
  • Kausch, Christoph
  • Gassmann, Oliver

Abstract

The necessity and the advantages of integrating customers into the innovation process are widely recognized. There are, however, inherent risks to customer integration that can be reduced by comprehensive risk management methods. Based on intensive desk research and in-depth workshops with nine companies, this article provides a detailed description of the various risks and offers advice on how to minimize them. Diverse risk management methods theoretical backgrounds are introduced, while examples from companies that have had vast experience with all aspects of customer integration illustrate their practical applicability.

Suggested Citation

  • Enkel, Ellen & Kausch, Christoph & Gassmann, Oliver, 2005. "Managing the Risk of Customer Integration," European Management Journal, Elsevier, vol. 23(2), pages 203-213, April.
    • Handle: RePEc:eee:eurman:v:23:y:2005:i:2:p:203-213
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    Citations

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    Cited by:

    1. Rodica Boier, 2014. "Marketing And Innovation – A Relationship Approach," Studies and Scientific Researches. Economics Edition, "Vasile Alecsandri" University of Bacau, Faculty of Economic Sciences, issue 20.
    2. Vaquero Martín, María & Reinhardt, Ronny & Gurtner, Sebastian, 2021. "The dilemma of downstream market stakeholder involvement in NPD: Untangling the effects of involvement and capabilities on performance," Journal of Business Research, Elsevier, vol. 124(C), pages 136-151.
    3. Tran, Mai Khanh & Goulding, Christina & Shiu, Eric, 2018. "The orchestra of ideas: Using music to enhance the ‘fuzzy front end’ phase of product innovation," Journal of Business Research, Elsevier, vol. 85(C), pages 504-513.
    4. Schaarschmidt, Mario & Kilian, Thomas, 2014. "Impediments to customer integration into the innovation process: A case study in the telecommunications industry," European Management Journal, Elsevier, vol. 32(2), pages 350-361.
    5. Seyedesmaeil Mousavi & Bart Bossink & Mario van Vliet, 2019. "Microfoundations of companies' dynamic capabilities for environmentally sustainable innovation: Case study insights from high‐tech innovation in science‐based companies," Business Strategy and the Environment, Wiley Blackwell, vol. 28(2), pages 366-387, February.
    6. Imante Markeviciute & Aukse Blazenaite & Francesca Vicentini & Paolo Boccardelli, 2018. "Dynamic Capabilities for Open Innovation: The Role of Customer Mindset in Launching an Internet TV," MERCATI & COMPETITIVIT?, FrancoAngeli Editore, vol. 2018(1), pages 93-113.
    7. Luís Pinheiro & Aurora A.C. Teixeira, 2010. "Bridging University-Firm And Open Innovation Literature: A Critical Synthesis," Portuguese Journal of Management Studies, ISEG, Universidade de Lisboa, vol. 0(3), pages 259-279.
    8. He, Yuanqiong & Keung Lai, Kin & Sun, Hongyi & Chen, Yun, 2014. "The impact of supplier integration on customer integration and new product performance: The mediating role of manufacturing flexibility under trust theory," International Journal of Production Economics, Elsevier, vol. 147(PB), pages 260-270.
    9. Seo, Hangyeol & Chung, Yanghon & Yoon, Hyungseok (David), 2017. "R&D cooperation and unintended innovation performance: Role of appropriability regimes and sectoral characteristics," Technovation, Elsevier, vol. 66, pages 28-42.
    10. Madanaguli, Arun & Dhir, Amandeep & Talwar, Shalini & Clauss, Thomas & Kraus, Sascha & Kaur, Puneet, 2023. "Diving into the uncertainties of open innovation: A systematic review of risks to uncover pertinent typologies and unexplored horizons," Technovation, Elsevier, vol. 119(C).
    11. Xie, Xuemei & Wang, Lijun & Zhang, Tao, 2023. "Involving online community customers in product innovation: The double-edged sword effect," Technovation, Elsevier, vol. 123(C).
    12. Schubert, Torben, 2015. "Infringement of Intellectual Property in Innovation Partnerships," Papers in Innovation Studies 2015/23, Lund University, CIRCLE - Centre for Innovation Research.
    13. Dziurski Patryk & Sopińska Agnieszka, 2020. "Does industry matter? Drivers and barriers for open innovation in high-tech and non-high-tech industries—Evidence from Poland," International Journal of Management and Economics, Warsaw School of Economics, Collegium of World Economy, vol. 56(4), pages 307-323, December.
    14. Jordan Robert Gamble & Michael Brennan & Rodney Mcadam, 2016. "A Contemporary And Systematic Literature Review Of User-Centric Innovation: A Consumer Perspective," International Journal of Innovation Management (ijim), World Scientific Publishing Co. Pte. Ltd., vol. 20(01), pages 1-45, January.
    15. Qin, Jian & van der Rhee, Bo, 2021. "From trash to treasure: A checklist to identify high-potential NPD projects from previously rejected projects," Technovation, Elsevier, vol. 104(C).
    16. Ko, Young Jin & O'Neill, Hugh & Xie, Xuanli, 2021. "Strategic intent as a contingency of the relationship between external knowledge and firm innovation," Technovation, Elsevier, vol. 104(C).
    17. Radaelli, Giovanni & Lettieri, Emanuele & Frattini, Federico & Luzzini, Davide & Boaretto, Andrea, 2017. "Users' search mechanisms and risks of inappropriateness in healthcare innovations: The role of literacy and trust in professional contexts," Technological Forecasting and Social Change, Elsevier, vol. 120(C), pages 240-251.
    18. Chang, Woojung, 2019. "The joint effects of customer participation in various new product development stages," European Management Journal, Elsevier, vol. 37(3), pages 259-268.
    19. Livieratos, Antonios D. & Tsekouras, George & Vanhaverbeke, Wim & Angelakis, Antonios, 2022. "Open Innovation moves in SMEs: How European SMEs place their bets?," Technovation, Elsevier, vol. 117(C).
    20. Milena Klasing Chen & Sophie Hooge & Blanche Segrestin, 2015. "Creating value for everyone – when product design crafts ecosystem regulations," Post-Print hal-01147408, HAL.

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