Creating Value Through Innovation: Gauging Customer Reaction Through a Simulated Shopping Experience

World Conference on Quality and Improvement vol. 61 - May 2007

Abstract: Customer centric innovation presents new ideas and challenges on how we perceive the role of organisations in driving innovative activity (internally) and how the interface with customers and consumers take place. True innovation in the twenty first century, it is argued, is dependent on organisations’ willingness to put customers in the driver seat and to focus on emotional reactions rather than just ‘mesmerizing’ customers with new functionalities and additional attributes.

Keywords: International case study - Customer surveys - Customer and market focus - Customer requirements - Marketing - Innovation - Business results

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