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Item Information   Holdings       More by this author     Johnsen, David S.     Subjects     Technological innovations -- Management     Creative ability in business     New products     Marketing -- Decision making     Consumer satisfaction     MSEM Thesis.     Browse Catalog     by author:      Johnsen, David S.       by title:      Customer-centric inn...         MARC Display

Customer-centric innovation : an invented or reinvented marketing best practices model / David S. Johnsen. by Johnsen, David S. Subjects Technological innovations -- Management   Creative ability in business   New products   Marketing -- Decision making   Consumer satisfaction   MSEM Thesis. Description:  82 leaves : ill. ; 29 cm. Contents:  Thesis advisor: Gene A. Wright. Committee members: Stan Kosmatka, Dr. Kimbel Nap. Business innovation past and present -- Developing products in half the time -- Analysis for development of new industrial products -- Lead user success -- Systematic customer-centric innovation -- Customer involvement with new product development -- Strategic innovation -- Humanizing CCI to the tipping point. Products become successful in the marketplace through the alignment of an infinite number of variables. Most often the critical variables to the product's success were difficult to predict and plan upon. Yet, when critical variables come together and synthesize into innovation, success shines down upon the product and those marketing the product into new business trends and possibly new business models. Firms are constantly on the lookout for these new business trends and new business models to aid the innovation process. One process has recently come to the forefront that addresses a company's aversion to innovation. It is called Customer-Centric Innovation (CCI). CCI uses a customer-focused approach that fosters a mutually beneficial partnership where the key customers enjoy perks and developmental input and where the company enjoys valid metrics and forecasted current and future sales. This thesis researches other customer active processes, such as, customer-active paradigm (CAP), lead users, design inspired enterprise, customer integration, and experience innovation to determine whether CCI is either inventing or reinventing a best practices model for marketing new products and reaching success. Additional research conducted for this thesis looks at innovation strategies, such as the strategy wheel and the market development life cycle. Research innovation strategy sheds light on the fact that a firm must immerse itself in innovation to reap the rewards. A final element of research studied Malcolm Gladwell's The Tipping Point: How Little Things Can Make a Big Difference to provice a sociological angle on CCI. Analysis of the research shows that companies continuously look for ways to be more competitive. This intense competition is most noticeable to organizations that vie for the leadership position in mature markets. Mature industries find that their focus on cost-cutting and quality strategies do not bring them to the leadership position. Producing nearly identical products, competitors in mature markets often find themselves in a damaging price war, which may lead to a slow decline for a company. Furthermore, the research conducted shows that CCI is based on similar theories: Von Hippel's CAP and Lead User, Lojacono and Zaccai's Design-Inspired Enterprise, Fischer Frankemölle, Pape, and Schween's customer integration, and Prahalad and Ramaswamy's experience innovation. The common thread among the researched models remains this truism: the customer who has done the groundwork to provide the appropriate information for use by a company becomes the customer who possesses innovative concepts and products that he or she created himself or herself. To seek our new trends, new ideas, and new product developments not easily copied by the competition or even identified by the competition is the way of CCI, a reinvention of a customer-driven best practices model. In the author's opinion, CCI is a reinvention due to a predominate thread of seeking out customer interaction to produce profitable innovative product ideas found in similar business process models mentioned above. The researched business process models all preceded CII. In the author's opinion, it is not that customer-centric innovation is revolutionary, but that our business environment is hyper-revolutionary such that the tried and true theories are no longer valid. Customer-Centric Innovation reinvents itself as a best practice strategy centered on the customer as it adapts to the ever-evolving marketplace.   Copy/Holding information Location Collection Call No. Status   Walter Schroeder Library Master's Theses AC805 .J62 2007 Available Add Copy to MyList Format: HTMLPlain textDelimited Subject:   Email to:

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