Title: Negative side effects of customer integration

Authors: Oliver Gassmann, Christoph Kausch, Ellen Enkel

Addresses: Institute of Technology Management, University of St. Gallen, Dufourstrasse 40a, CH-9000 St. Gallen, Switzerland. ' Etzelblickstrasse 1, CH-8834 Schindellegi, Switzerland.. ' Dr. Manfred Bischoff Institute of Innovation Management of EADS, Zeppelin University, Am Seemoser Horn 20, D-88045, Friedrichshafen, Germany

Abstract: Customer integration has many recognised advantages, but also entails negative side effects that may impair the success of innovative activities. These negative side effects have not yet been sufficiently investigated. Whereas some may occur within the entire early innovation phase, others are likely to affect only few sub-phases. Each sub-phase, defined in a slightly new way as compared with existing models to meet the investigation subject, has different activities and aims, and therefore requires special integration methods and customer types. On the basis of extensive research and empirical studies, the paper illustrates different integration methods, negative effects of customer integration, and measures to avoid them.

Keywords: customer integration; technology management; early innovation phase; negative side effects.

DOI: 10.1504/IJTM.2010.031917

International Journal of Technology Management, 2010 Vol.50 No.1, pp.43 - 63

Published online: 06 Apr 2013 *

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