Innovation by Lead Users inside the Firm:
It is clear that there are lead users who contribute to innovation inside a company, and that the products conceived by these lead users inside the firm have high idea evaluation and product performance in the marketplace. The purpose of this study is to clarify how retail store salespersons with th...
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| Format: | Article |
| Language: | Japanese |
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Japan Marketing Academy
2022-11-01
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| Series: | Maketingu rebyu |
| Subjects: | |
| Online Access: | https://www.jstage.jst.go.jp/article/marketingreview/4/1/4_2023.003/_html/-char/en |
| _version_ | 1797691178500489216 |
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| author | Yuya Watanabe |
| author_facet | Yuya Watanabe |
| author_sort | Yuya Watanabe |
| collection | DOAJ |
| description | It is clear that there are lead users who contribute to innovation inside a company, and that the products conceived by these lead users inside the firm have high idea evaluation and product performance in the marketplace. The purpose of this study is to clarify how retail store salespersons with the qualities of lead users inside the firm contribute to innovation in new product development. Retail store salespersons can contribute to the innovation process of the firm by obtaining a variety of information from customer contact points. A case study of new product development was conducted among retail salespersons with the characteristics of lead users inside the firm. An analysis using the grounded theory approach showed that these salespersons contribute to new product development by utilizing their lead user characteristics as an individual factor, through co-creation with the planning and development department as a contextual factor, and by integrating their own needs and customer needs as a customer factor. |
| first_indexed | 2024-03-12T02:10:34Z |
| format | Article |
| id | doaj.art-d73d1c1add9d47d489dee8c0d772702f |
| institution | Directory Open Access Journal |
| issn | 2435-0443 |
| language | Japanese |
| last_indexed | 2024-03-12T02:10:34Z |
| publishDate | 2022-11-01 |
| publisher | Japan Marketing Academy |
| record_format | Article |
| series | Maketingu rebyu |
| spelling | doaj.art-d73d1c1add9d47d489dee8c0d772702f2023-09-06T14:24:30ZjpnJapan Marketing AcademyMaketingu rebyu2435-04432022-11-0141182410.7222/marketingreview.2023.003marketingreviewInnovation by Lead Users inside the Firm:Yuya Watanabe0Doctoral Student, Graduate School of Business Administration, Hosei University, JapanIt is clear that there are lead users who contribute to innovation inside a company, and that the products conceived by these lead users inside the firm have high idea evaluation and product performance in the marketplace. The purpose of this study is to clarify how retail store salespersons with the qualities of lead users inside the firm contribute to innovation in new product development. Retail store salespersons can contribute to the innovation process of the firm by obtaining a variety of information from customer contact points. A case study of new product development was conducted among retail salespersons with the characteristics of lead users inside the firm. An analysis using the grounded theory approach showed that these salespersons contribute to new product development by utilizing their lead user characteristics as an individual factor, through co-creation with the planning and development department as a contextual factor, and by integrating their own needs and customer needs as a customer factor.https://www.jstage.jst.go.jp/article/marketingreview/4/1/4_2023.003/_html/-char/ennew product developmentuser innovationemployee creativityretail store salespersonslead users inside the firm |
| spellingShingle | Yuya Watanabe Innovation by Lead Users inside the Firm: Maketingu rebyu new product development user innovation employee creativity retail store salespersons lead users inside the firm |
| title | Innovation by Lead Users inside the Firm: |
| title_full | Innovation by Lead Users inside the Firm: |
| title_fullStr | Innovation by Lead Users inside the Firm: |
| title_full_unstemmed | Innovation by Lead Users inside the Firm: |
| title_short | Innovation by Lead Users inside the Firm: |
| title_sort | innovation by lead users inside the firm |
| topic | new product development user innovation employee creativity retail store salespersons lead users inside the firm |
| url | https://www.jstage.jst.go.jp/article/marketingreview/4/1/4_2023.003/_html/-char/en |
| work_keys_str_mv | AT yuyawatanabe innovationbyleadusersinsidethefirm |