René Rohrbeck

Virtual Customer Integration in the innovation process: Evaluation of the Web platforms of multinational enterprises (MNE)

Research output: Contribution to book/anthology/report/proceedingArticle in proceedingsResearchpeer-review

  • René Rohrbeck
  • Fee Steinhoff, Deutsche Telekom Laboratories, GermanyFelix Perder, Deutsche Telekom Laboratories, Germany
Integrating the customer in the innovation process is believed to be a powerful means to reduce failure rates and to increase the revenue from new products. Although many companies have launched programs to enable such integration, the understanding of the mechanisms behind successful programs remains limited. Furthermore, the benefit of integrating customers in the innovation process has to be weighed against the costs. Virtual customer integration has been discussed as a way to limit these costs and bring the benefits of potentially unlimited scalability. Using a sample of the Euro Stoxx 50 companies, we shed light on the various types of virtual customer integration platforms, their limitations, their benefits and the mechanisms that have to be put in place to make them succeed. Results indicate that only a limited number of platforms go beyond the sourcing of ideas. Especially the integration of the customer in the execution phase of the innovation process remains largely limited to digital goods.
Original languageEnglish
Title of host publicationPICMET Conference 2008
Publication year27 Jul 2008
Pages469-478
DOIs
Publication statusPublished - 27 Jul 2008
Externally publishedYes
EventPICMET Conference 2008 - Cape Town, South Africa
Duration: 27 Jul 200831 Jul 2008

Conference

ConferencePICMET Conference 2008
LandSouth Africa
ByCape Town
Periode27/07/200831/07/2008

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