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QICID: 21077
Title: Creating Value Through Innovation: Gauging Customer Reaction Through a Simulated Shopping Experience
Copyright: ASQ
Author: Zairi, Mohamed
Organization: European Centre for TQM; University of Bradford
Subject: International case study, Customer surveys, Customer and market focus, Customer requirements, Marketing, Innovation, Business results;
Series: ASQ World Conference on Quality and Improvement Proceedings, Orlando, FL, Vol. 61, No. , May 2007, pp. 1-6
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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.
Number of pages: 6
Price for ASQ Members: $5.00
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