Generating Customer Insights in Mid-sized B2B Companies: Integrative Review and Future Research Directions

Generating Customer Insights in Mid-sized B2B Companies: Integrative Review and Future Research Directions

Mid-sized businesses (MSB) and mid-sized B2B businesses (MSB2B) in particular are often ignored in the research on innovation management. Yet, MSBs are very important for the growth of economies worldwide and it is of utmost importance for their future performance to develop new products. For the su...

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Bibliographic Details
Main Authors: Matthias Seiler, Andreas Engelen, Keith Goffin
Format: Article
Language:English
Published: Universidade do Porto, Faculdade de Engenharia (FEUP) 2022-02-01
Series:Journal of Innovation Management
Subjects:
hidden need, mid-sized, product, development, innovation, company, industry, business to business, b2b, ethnography, market research, repertory grid, lead user, customer, insight, hidden, latent, interview, review
Online Access:https://journalsojs3.fe.up.pt/index.php/jim/article/view/730

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