Beyond Better Products: Capturing Value in Customer Interactions

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Virtual product experience and customer participation—A chance for customer-centred, really new products (2007, background): “…well as consultants ask for more active engagement of customers into new product development than traditional market research allows (Kambil et al., 1999; Sawhney and Prandelli, 2000; Vandenbosch and Dawar, 2002; von Hippel, 2002; Chesbrough, 2003; Prahalad and Ramaswamy, 2004; Hobo et al., 2006).”