Customer Integration in B2B Open Innovation
An article on the InnovationManagement website notes that today, almost any B2B firm claims to be “customer-oriented”. However, only few firms have a rigorous and stringent system that integrates the “best” (B2B) customers into its innovation process – where “best” in this context is measured not by volume of sales but by contribution to the firm’s innovation. However, to date there is little material on how to systematically innovate openly with B2B customers. This article describes the four key roles that B2B customers may have in this context, then addresses the question how the best partners could be found and managed and finally closes with some recommendations about what your firm should do in order to reach the next level in integrating your B2B customers into the innovation process.
Click here to read the full article.