Identifying hidden needs: Creating breakthrough products

Identifying Hidden Needs: Creating Breakthrough Products

Volumn , Issue , 2010, Pages 1-261

  Goffin, Keith ^a   Lemke, Fred ^b   Koners, Ursula ^a,c  

^a CRANFIELD UNIVERSITY   (United Kingdom)

^b ALLIANT INTERNATIONAL UNIVERSITY   (United States)

^c S Siedle and Söhne OHG   (Germany)

Author keywords

[No Author keywords available]

Indexed keywords

EID: 85015042877     PISSN: None     EISSN: None     Source Type: Book    
DOI: 10.1057/9780230294486     Document Type: Book

References (307)

1. Gill, G. K., “Sony Corporation: Workstation Division," Harvard Business School, Case Study 9-690-031 (1989) (quote on p. 1).
2. Balachandra, R. and Friar, J. H., “Factors for Success in R&D Projects and New Product Innovation:A Contextual Framework," IEEE Trans. on Engineering Management, Vol. 44, No. 3, August 1997, pp. 276-287.
3. Cooper, R. G. and Kleinschmidt, E. J., “Major New Products: What Distinguishes the Winners in the Chemical Industry?" Journal of Product Innovation Management, Vol. 10, No. 2, March 1993, pp. 90-111.
4. Ohno, T., Toyota Production System: Beyond Large-scale Production. New York: Productivity Press, 1995.
5. Cooper, R. G., Product Leadership: Creating and Launching Superior New Products. Reading, MA:Perseus Books, 1998.
6. Kärkkainen, H., Piippo, P., Puumalainen, K. and Tuominen, M., “Assessment of Hidden and Future Customer Needs in Finnish Business-to-Business Companies," R&D Management, Vol. 31, No. 4, 2001, pp. 391-407.
7. Jordan, M. and Karp, J., “Whirlpool Launches Affordable Washer in Brazil and China," The Wall Street Journal Europe, Tuesday, December 9, 2003, p. A8.
8. Rust, R. T., Thompson, D. V. and Hamilton, R. W. “Defeating Feature Fatigue," Harvard Business Review, Vol. 84, No. 2, February 2006, pp. 98-107.
9. Green, P. E., Tull, D. S. and Albaum, G., Research for Marketing Decisions. London: Prentice-Hall International, 1988.
10. Ulwick, A. W., “Turn Customer Input into Innovation," Harvard Business Review, Vol. 80, No. 1, January 2002, pp. 91-97 (quote on p. 91).
11. Sorensen, J., “The Eye on the Shelf: Point-of-Purchase Research," Marketing News, Vol. 33, No. 1, January 4, 1999, p. 4.
12. Sandberg, K. D., “Focus on the Benefits," Harvard Management Communication Newsletter, Vol. 5, No. 4, 2002, pp. 3-4.
13. Magnusson, P. R., Matthing, J. and Kristensson, P., “Managing Service Involvement in Service Innovation: Experiments with Innovating End Users," Journal of Service Research, Vol. 6, No. 2, November 2003, pp. 111-124.
14. Deszca, G., Munro, H. and Noori, H., “Developing Breakthrough Products: Challenges and Options for Market Assessment," Journal of Operations Management, Vol. 17, No. 6, 1999, p. 613.
15. Ulrich, K. T. and Eppinger, S. D., Product Design and Development. 2nd edition. Boston, MA:McGraw-Hill, 2000.
16. Huston, L. and Sakkab, N., “Connect and Develop: Inside Proctor and Gamble’s New Model for Innovation," Harvard Business Review, Vol. 84, No. 3, March 2006, p. 62.
17. Kano, N., Saraku, N., Takahashi, F. and Tsuji, S., “Attractive Quality and Must-be Quality." In Hromi, J. D. (ed.) The Best on Quality, Vol. 7, Ch. 10, Milwaukee: ASQC, 1996, pp. 165-186.
18. Matzler, K. and Hinterhuber, H., “How to Make Product Development Projects More Successful by Integrating Kano’s Model of Customer Satisfaction into Quality Function Deployment," Technovation Vol. 18, No. 1, 1998, pp. 25-38.
19. Fellman, M. W., “Breaking Tradition," Marketing Research, Vol. 11, No. 3, Fall 1999, pp. 20-24.
20. Towns, C. and Humphries, D., “Breaking New Ground in Customer Behavioural Research: Experience from Clarks/PDD," Product Development Management Association UK & Ireland Conference, London, November, 2001.
21. Rosier, B., “From the Dreams of Children to the Future of Technology," The Independent on Sunday (UK), July 15, 2001, p. 8.
22. Macht, J. D., “The New Market Research," Inc. Magazine, Vol. 20, No. 10, July 1998, pp. 86-94.
23. Useful guidelines on market research ethics include-Market Research Society (see http://www.mrs.org.uk/standards/codeconduct)-American Marketing Association
24. http://www.marketingpower. com/
25. The British Psychological Society (see http://www.bps.org.uk/the-society/ code-of-conduct/).
26. Squires, S. and Byrne, B. (eds.) Creating Breakthrough Ideas: The Collaboration of Anthropologists and Designers in the Product Development Industry. Westport, CT: Bergin and Garvey, 2002.
27. Meyer, C. and Ruggles, R., “Search Parties," Harvard Business Review, Vol. 80, No. 8, August 2002, pp. 14-15 (quote on p. 14).
28. Fellman, 1999, pp. 20-24.
29. Goffin, K. and Szwejczewski, M., “Keep a Close Eye on the Market," Management Focus (Cranfield School of Management), Autumn 2009, pp. 17-19.
30. Goffin, K. and Mitchell, R., Innovation Management: Strategy and Implementation Using the Pentathlon Framework. Basingstoke: Palgrave Macmillan Academic Publishers, 2nd edition. March 2010.
31. Venkatesh, A., “The Home of the Future: An Ethnographic Study of New Information Technologies in the Home," Advances in Consumer Research, Vol. XXVIII, 2001, pp. 88-96.
32. Christensen, C.M., Cook, S. and Hall, T. “Marketing Malpractice: The Cause and the Cure," Harvard Business Review, Vol. 83, No. 12, December 2005, pp. 74-83.
33. Neuman, W. L., Social Research Methods: Qualitative and Quantitative Approaches. 3rd edition. London: Allyn and Bacon, 1997, p. 31.
34. The Holy Bible, Holy Bible, Giant Print Deluxe Edition: King James Version. USA, The National Publishing Company, 1997, pp. 1085-1086, St. Luke 2: 4-5.
35. Booth, C. (ed.) Labour and Life of the People of London, 17 volumes. London: Macmillan, 1889-1902.
36. Burke, J., “India Begins Mega-census," Guardian Weekly, Vol. 182, No. 17, 2010, p. 10.
37. Squire, P., “Why the 1936 Literary Digest Poll Failed," Public Opinion Quarterly, Vol. 52, 1988, pp. 125-133.
38. Chicago Daily Tribune, “Dewey Defeats Truman," November 3, 1948, p. 1.
39. Moser, C. A. and Kalton, G., Survey Methods in Social Investigation. 2nd edition. London: Gower, 1971.
40. Robson, S., “Group Discussions." In Birn, R. J. (ed.) The Handbook of International Market Research Techniques. London: Kogan Page, 2000, pp. 297-316.
41. Lilienfeld, S. O., Wood, J. M. and Garb, H. N., “The Scientific Status of Projective Techniques," Psychological Science in the Public Interest, Vol. 1, No. 2, 2000, pp. 27-66.
42. Catterall, M. and Ibbotson, P., “Using Projective Techniques in Education Research," British Education Research Journal, Vol. 26, No. 2, 2000, pp. 245-256.
43. Fram, E. H. and Cibotti, E., “The Shopping List Studies and Projective Techniques: A 40 Year View," Marketing Research, Vol. 3, No. 4, 1991, pp. 14-22.
44. Haire, M., “Projective Techniques in Marketing Research," Journal of Marketing, Vol. 14, No. 5, 1950, pp. 15-33.
45. Will, V., Eadie, D. and MacAskill, S., “Projective and Enabling Techniques Explored," Marketing Intelligence and Planning, Vol. 14, No. 6, 1996, pp. 38-43.
46. Catchings-Castello, G., “The ZMET Alternative," Marketing Research, Vol. 12 No. 2, 2000, pp. 6-12.
47. Zaltman, G. “Metaphorically Speaking," Marketing Research, Summer 1996, Vol. 8, No. 2, pp. 13-20.
48. Eakin, Emily (2002) “Penetrating the Mind by Metaphor," The New York Times, February 23.
49. Kerlinger, F. N., Foundations of Behavioral Research. 3rd edition. London: Harcourt Brace College Publishers, 1992, p. 443.
50. Campbell, D. T., “The Informant in Quantitative Research," The American Journal of Sociology, Vol. 60, No. 4, 1955, pp. 339-342.
51. John, G. and Reve, T., “The Reliability and Validity of Key Informant Data from Dyadic Relationships in Marketing Channels," Journal of Marketing Research, Vol. XIX, No. 4, 1982, pp. 517-524.
52. Janis, I. L., Groupthink: Psychological Studies of Policy Decisions and Fiascoes. 2nd edition. Boston:Houghton Miffl in, 1982.
53. Oppenheim, A. N., Questionnaire Design, Interviewing and Attitude Measurement. New edition. London: Printer Publishers, 1992, pp. 103-106.
54. Calvillo, J. P. and Lal, L., “Pilot Study of a Survey of US Residents Purchasing Medications in Mexico: Demographics, Reasons, and Types of Medications Purchased," Clinical Therapeutics, Vol. 25, No. 2, 2003, pp. 561-577.
55. Haddock, G. and Zanna, M. P., “On the Use of Open-ended Measures to Assess Attitudinal Components," British Journal of Social Psychology, Vol. 37, No. 2, 1998, pp. 129-149.
56. Dillman, D. A., Smyth, J. D. and Christian, L. M., Internet, Mail, and Mixed-mode Surveys: The Tailored Design Method. 3rd edition. New Jersey: John Wiley & Sons, 2009.
57. Oppenheim, A. N., Questionnaire Design, Interviewing and Attitude Measurement. New edition. London: Printer Publishers, 1992.
58. Eagly, A. H. and Chaiken, S., The Psychology of Attitudes. London: Harcourt Brace Jovanovich College Publishers, 1993
59. Babbie, E., The Practice of Social Research. 11th edition. London: Wadsworth Publishing, 2006.
60. Based on Webb, J. R., Understanding and Designing Marketing Research. 2nd edition. London:Thomson Learning, 2002, pp. 105-106.
61. Thompson, M. E., Theory of Sample Surveys. London: Chapman & Hall, 1997.
62. Bryman, A., Social Research Methods. 3rd edition. Oxford: Oxford University Press, 2008.
63. Grimmett, G. R. and Stirzaker, D. R., Probability and Random Processes. 2nd edition. Oxford:Clarendon Press, 1992.
64. Howell, D. C., Statistical Methods for Psychology. International edition. London: Wadsworth, 2009.
65. Coolican, H., Research Methods and Statistics in Psychology. 2nd edition. London: Hodder & Stoughton, 1997.
66. Mason, R. D., Lind, D. A. and Marchal, W. G., Statistics:An Introduction. Belmont: Duxbury Press, 1994.
67. Norman, G. R. and Streiner, D. L., Biostatistics:The Bare Essentials. 2nd edition. London: B.C. Decker, 2000.
68. Gravetter, F. J. and Wallnau, L. B., Statistics for the Behavioral Sciences. 6th edition. London: Thomson Learning, 2003.
69. Miles, M. B. and Huberman, A. M., Qualitative Data Analysis: An Expanded Sourcebook. 2nd edition. London: Sage, 1994.
70. Banister, P., Burman, E., Parker, I., Taylor, M. and Tindall, C., Qualitative Methods in Psychology: A Research Guide. Buckingham: Open University Press, 1994.
71. Creswell, J. W., Qualitative Inquiry and Research Design: Choosing Among Five Traditions. 2nd edition. London: Sage, 2007.
72. Johnson, P. and Harris, D., “Qualitative and Quantitative Issues in Research Design." In Partington, D. (ed.) Essential Skills for Management Research, London: Sage, 2002, p. 105.
73. Churchill, G. A., Brown, T. J. and Suter, T. A., Basic Marketing Research. 7th edition. Mason, OH:South-Western, 2010.
74. Norman, G. R. and Streiner, D. L., Biostatistics: The Bare Essentials. 2nd edition. London: B.C. Decker, 2000.
75. Colman, A. M. (2001) A Dictionary of Psychology, Projective Tests, www.Oxfordreference.com
76. Jacques, D. (2005) “Projective Techniques: Eliciting Deeper Thoughts," Customer Input Journal. www.customerinput.com (accessed 5.25.2009).
77. Easterby-Smith, M., Thorpe, R. and Lowe, A., Management Research: An Introduction. London: Sage Publication, 1991.
78. Pettigrew, S. and Charters, S., “Tasting as a Projective Technique," Qualitative Market Research: An International Journal, Vol. 11, No. 3, 2008, pp. 331-343.
79. Levy, S. J., “Interpreting Consumer Mythology: Structural Approach to Consumer Behavior Focuses on Story Telling," Marketing Management, Vol. 2, No. 4, 4-9.
80. Boddy, C. (2005). “Projective Techniques in Market Research: Valueless Subjectivity or Insightful Reality?" International Journal of Market Research, Vol. 47, No. 3, 1994, pp. 239-254.
81. Chandler, J. and Owen, M., Developing Brand with Qualitative Market Research. London:Sage, 2002.
82. Grant, I., “Creative Approaches to New Media Research," Young Consumers, Quarter 2 2006, pp. 51-56.
83. Boddy, C., 2005, pp. 239-254.
84. Yoell, W. A., “The Fallacy of Projective Techniques," Journal of Advertising, Vol. 3, No. 1, 1974, pp. 33-36.
85. Will, V., Eadie, D. and MacAskill, S., “Projective and Enabling Techniques Explored," Marketing Intelligence and Planning, Vol. 14, No. 6, 1996, pp. 38-43.
86. Catchings-Castello, 2000, pp. 6-12.
87. Zaltman, 1996, pp. 13-20.
88. Slater, S. G. and Narver, J. C., “Customer-led and Market-oriented: Let’s Not Confuse the Two," Strategic Management Journal, Vol. 19, 1998, pp. 1001-1006.
89. Catchings-Castello, 2000, pp. 6-12.
90. Lee, M. S. Y., McGoldrick, P. J., Keeling, K. A. and Doherty, J., “Using ZMET to Explore Barriers to the Adoption of 3G Mobile Banking Services," International Journal of Retail & Distribution Management, Vol. 31, No. 6, 2003, pp. 340-348.
91. Hoffmann, J., www.olsonzaltman.com, Deep Dives, Vol. IV, Fall 2009, p. 4.
92. Sandberg, K. D., “Focus on Benefits," Harvard Management Communication Newsletter, Vol. 5, No. 4, 2002, pp. 3-4.
93. Powell, R. A. and Single, H. M., “Focus Groups," International Journal for Quality in Health Care, Vol. 8, 1996, pp. 499-504.
94. McDonagh-Philp, D. and Bruseberg, A., “Using Focus Groups to Support New Product Development," Institution of Engineering Designers Journal, Vol. 26, No. 4, 2000, pp. 9-11.
95. McDonagh-Philp, D. and Denton, H., “Using Focus Groups to Support the Designer in the Evaluation of Existing Products: A Case Study," The Design Journal, Vol. 2, No. 20, 1999, p. 131.
96. Eriksson, P. and Kovalainen, A., Qualitative Methods in Business Research. London: Sage, 2008.
97. Robert K. Merton is the father of well-known terms such as “self-fulfilling prophecy” and “role models”. Both terms passed from his academic work into everyday language.
98. Denzin, N. and Lincoln, Y. (eds.) Handbook of Qualitative Research. Thousand Oaks, CA: Sage, 1994.
99. Emberger, W. and Kromer, R., Treue Kunden wachsen nicht auf Bäumen-Strategien und Instrumente zur Kundenbindung. Wien: WEKA Verlag, 2000.
100. Langford, J. and McDonnagh, D., “What Can Focus Groups Offer Us?" In McCabe, P. T. (ed.) Contemporary Ergonomics. London: Taylor & Francis, 2002.
101. Weatherchem corporation (2009) “The Spice of Life in India”. Growth opportunity for spice manufacturers in India. http://www.weatherchem.com (accessed June 2009).
102. Krueger, R. A., Developing Questions for Focus Groups. London: Sage, 1998.
103. Durgee, J., “New Product Ideas from Focus Groups," The Journal of Consumer Marketing, Vol. 4, No. 4, Fall 1987, pp. 57-65.
104. Koners, U., “Learning from Research & Development Projects: The Role of Post-project Reviews," PhD Thesis, Cranfield School of Management, 2006.
105. Kepper, G., Qualitative Marktforschung: Methoden, Einsatzmöglichkeiten und Beurteilunskriterien. 2nd edition. Wiesbaden: Deutscher Universitätsverlag, 1996.
106. Morgan, D., “Focus Groups," Annual Review of Sociology, Vol. 22, 1996, pp. 129-152.
107. Calder, A., “Focus Groups and the Nature of Qualitative Marketing Research," Journal of Marketing Research, Vol. 14, 1977, pp. 353-364.
108. In 2010 these cost £650 for three hours in the evening, see www.allglobalviewing.com.
109. Walker, R., Applied Qualitative Research, Aldershot: UK Gower Publishing Company, 1985, p. 5.
110. Easterby-Smith, M., Thorpe, R. and Lower, A., Management Research: An Introduction. London:Sage, 1991.
111. Krueger, R. A., Moderating Focus Groups. London: Sage, 1998.
112. Prince, M. and Davies, M., “Moderator Teams: An Extension to Focus Group Methodology," Qualitative Market Research, Vol. 4, No. 4, 2001, pp. 207-216.
113. Krueger, R. A., Focus Groups: A Practical Guide for Applied Research. London: Sage, 1988.
114. Stewart, D. W. and Shamdasani, P. N., Focus Groups: Theory and Practice. Applied Social Research Methods Series, Vol. 20. Newbury Park, CA: Sage, 1990.
115. Krueger, R. A., Analysing and Reporting Focus Group Results. London: Sage, 1998.
116. Edmunds, H., The Focus Group Research Handbook, New York: McGraw-Hill, 2000.
117. Szwillus, G. and Ziegler, J. (eds.) Mensch & Computer: Interaktion in Bewegung. Stuttgart: B. G. Teubner, 2003, pp. 207-218.
118. Wellner, A. S., “I’ve Asked You Here because. ..: Online Focus Groups Can Be a Great Way to Get Some Quick-and-Dirty Market Research," Business Week, August 14, Issue 3694, 2000, p. 14.
119. Churchill, G. A. Jr., Brown, T. J. and Suter, T. A., Basic Marketing Research. 7th edition. Mason, OH:South-Western Cengage Learning, 2010, p. 93.
120. Stokes, D. and Bergin, R., “Methodology or Methodolatry? An Evaluation of Focus Groups and Depth Interviews," Qualitative Market Research, Vol. 9, No. 1, 2006, pp. 26-37.
121. Zikmund, W. G., Exploring Marketing Research. 6th edition. Fort Worth, TX: The Dryden Press, 1997.
122. Wilkinson, S., “Focus Group Methodology: A Review," International Journal of Social Research Methodology, 1999, pp. 181-203.
123. Bryman, A., Social Research Methods. 3rd edition. Oxford: Oxford University Press, 2008.
124. Schindler, R. M., “The Real Lesson of New Coke: The Value of Focus Groups for Predicting the Effects of Social Infl uence," Marketing Research, Vol. 4, No. 4, 1992, pp. 22-28.
125. Zaltman, G., How Customers Think: Essential Insights into the Mind of the Market. Boston: Harvard Business School Press, 2003, p. 3.
126. Walvis, T., “Avoiding Advertising Research Disaster: Advertising and the Uncertainty Principle," Journal of Brand Management, Vol. 10, No. 6, 2003, pp. 403-409.
127. Comiteau, J., “Why the Traditional Focus Group is Dying," Adweek, October 31, 2005.
128. Rushkoff, D., Get Back in the Box: Innovation from the Inside Out. New York: Collins, 2005.
129. Wellner, A. S., “The New Science of Focus Groups," American Demographics, Vol. 25, No. 3, 2003, pp. 29-33.
130. Arnould, E. J. and Wallendorf, M., “Market-Oriented Ethnography: Interpretation Building and Marketing Strategy Formulation," Journal of Marketing Research, Vol. XXXI, November 1994, pp. 484-504.
131. Dane, F. C., Research Methods. Pacific Grove, CA: Brookes/Cole, 1990, p. 151.
132. Robson, C., Real World Research. Oxford: Oxford University Press, 1993.
133. Leonard-Barton, D., Wellsprings of Knowledge: Building and Sustaining the Sources of Innovation.Boston, MA: Harvard Business School Press, 1995.
134. Elliot, R. and Jankel-Elliot, N., “Using Ethnography in Strategic Consumer Research," Qualitative Market Research, Vol. 6, No. 4, 2003, pp. 215-223.
135. Frazer, J., The Golden Bough. New edition. Basingstoke: Palgrave Macmillan, 2005.
136. Evans-Prichard, E. E., The Nuer. Oxford: Oxford University Press, 1940, p. 1.
137. Malinowski, B., The Argonauts of the Western Pacific. Long Grove, IL: Waveland Press, 1984.
138. Kraweski, L. J. and Ritzman, L. P., Operations Management. 4th edition. Reading, MA: Addison-Wesley, 1996.
139. Sower, V. E., Motwani, J. and Savoie, M. J., Classic Readings in Operations Management. Forth Worth, TX: The Dryden Press, 1995, p. 342.
140. Reese, W., “Behavioral Scientists Enter Design." In Squires, S. and Byrne, B. (eds.) Creating Breakthrough Ideas: The Collaboration of Anthropologists and Designers in the Product Development Industry. Westport, CT: Bergin and Garvey, 2002.
141. Squires, S., “Doing the Work: Customer Research in the Product Development and Design Industry." In Squires, S. and Byrne, B. (eds.) Creating Breakthrough Ideas: The Collaboration of Anthropologists and Designers in the Product Development Industry. Westport, CT: Bergin and Garvey, 2002, p. 104.
142. Badgett, M., Bowen, H., Connor, W. and McKinley, J., “Countdown to Product Launch: Are You Confident Customers Will Buy?" IBM Corporation Report G510-1685-00, 2002.
143. Mariampolski, H., “The Power of Ethnography," Journal of the Market Research Society, Vol. 41, No. 1, January 1999, pp. 75-86.
144. Fellman, M. W., “Breaking Tradition," Marketing Research, Vol. 11, No. 3, Fall 1999, pp. 20-24.
145. Tyagi, P. K., “Webnography: A New Tool to Conduct Marketing Research," The Journal of the American Academy of Business, Vol. 15, No. 2, March 2010, pp. 262-267.
146. Kozinets, R. V., “The Field Behind the Screen: Using Netnography for Marketing Research in Online Communities," Journal of Marketing Research, Vol. XXXIX, No. 1, February 2002, pp. 61-72.
147. Ronney, E., Olfe, P. and Mazur, G., “Gemba Research in the Japanese Cellular Phone Market” (Nokia Mobile Phones/QFD Institute, May 11, 2000). Available on the Internet.
148. Leonard-Barton, D. and Rayport, J. F., “Spark Innovation through Empathic Design," Harvard Business Review, Vol. 75, No. 6, November-December, 1997, pp. 102-113.
149. Atkinson, P., Research Design. The Open University, Social Sciences: A Third level Course, Research Methods in Education and the Social Sciences DE304 Block 3B, 1979, p. 52.
150. Shalo, S., “Through Patient’s Eyes," Pharmaceutical Executive, Vol. 23, No. 11, November 2003, pp. 100-108.
151. Rosenthal, S. R. and Capper, M., “Ethnographies in the Front End: Designing for Enhanced Customer Experiences," Journal of Product Innovation Management, Vol. 23, No. 3, 2006, pp. 215-237.
152. Rosenthal, R. and Rosnow, R. L., Essentials of Behavioural Research: Methods and Data Analysis. 2nd edition. New York: McGraw-Hill, 1991.
153. Hammersley, M., “Data Collection in Ethnographic Research," Research Design, The Open University, Social Sciences: A Third level Course, Research Methods in Education and the Social Sciences DE304 Block 3B, 1979, pp. 89-159.
154. LeCompte, M. and Schensul, J. J., Designing and Conducting Ethnographic Research. Lanham, U.S.:AltaMira Press, 1999, p. 18.
155. The Lucci Orlandini Design website, http://www.lucciorlandini. com/ (accessed in January 2010).
156. Bowen, J. T. and Morris, A., “Menu Design: Can Menus Sell?" International Journal of Contemporary Hospitality Management, Vol. 7, No. 4, 1995, pp. 4-9.
157. Mariampolski, H., Ethnography for Marketers. Thousand Oaks, CA: Sage, 2006.
158. Atkinson, P., “Research Design in Ethnography," Research Design, The Open University, Social Sciences: A Third level Course, Research Methods in Education and the Social Sciences DE304 Block 3B, 1979, pp. 41-81.
159. Fulton Suri, J., “Empathic Design: Informed and Inspired by Other People’s Experience." In Koskinen, I., Batterbee, K. and Mattelmäki, T. (eds.) Empathic Design. Finland: Edita Publishing, IT Press, 2003, p. 53.
160. Johnson, G. and Scholes, K., Exploring Corporate Strategy. 5th edition. Edinburgh, UK: Pearson Education Limited, 1999.
161. Mason, E. J. and Bramble, W. J., Understanding and Conducting Research: Applications in Education and the Behavioral Sciences. 2nd edition. New York: McGraw-Hill, 1989, p. 300.
162. El-Amir, A. and Burt, S. “Sainsbury’s in Egypt: The Strange Case of Dr Jekyll and Mr Hyde," International Journal of Retail and Distribution Management, Vol. 36, No. 4, 2008, pp. 300-322.
163. Kelly, D. and Gibbons, M., “Ethnography: The Good, the Bad and the Ugly," Journal of Medical Marketing, Vol. 8, No. 4, 2008, pp. 279.
164. Kumar, V. and Whitney, P., “Daily Life, Not Markets: Customer-Centred Design," Journal of Business Strategy, Vol. 28, No. 4, 2007, pp. 46-58.
165. Sanders, E., “Ethnography in NPD Research-How ‘Applied Ethnography’ Can Improve Your NPD Research Process," Visions (Product Development Management Association), April 2002, http://www.pdma.org/visions/apr02/applied.html.
166. Cucka, J., “Scientific Research Not Limited to Anthropology," Marketing News, Vol. 33, No. 4, February 15, 1999, p. 4.
167. Batchelder, C., Pinto, C., Bogg, D., Sharples, C. and Hill, A., “Capturing Best Practice in Establishing Customers’ Hidden Needs for Smith and Nephew," Manchester Business School, International Business Project 2006, December 2006.
168. Stolzoff, N. C., “Mindless Action Sells Research Short," Marketing News, Vol. 38, No. 2, February 1, 2004, p. 36.
169. Orban, A., “The Truth about Ethnography: A Rebuttal," PDMA Visions Magazine, Vol. XXXI, No.
170. Fransella, F. and Bannister, D., A Manual for Repertory Grid Technique. 2nd edition. Wiley: Chichester, 2004, p. 6.
171. Kelly, G. A., The Psychology of Personal Constructs, Vol. 1 and 2, New York: Norton, 1955.
172. Frost, W. A. K. and Braine, R. L., “The Application of the Repertory Grid Technique to Problems in Market Research," Commentary, Vol. 9, No. 3, July 1967, pp. 161-175 (quote on p. 175).
173. Grunert, K. G., Sorensen, E., Johansen, L. B. and Nielsen, N. A., “Analysing Food Choice from a Means-end Perspective," European Advances in Consumer Research, Vol. 2, 1995, pp. 366-371.
174. Coshall, J., “Measurement of Tourists’ Images: The Repertory Grid Approach," Journal of Travel Research, Vol. 39, No. 1, August 2000, pp. 85-89.
175. Riley, S. and Palmer, J., “Of Attitudes and Latitudes: A Repertory Grid Study of Perceptions of Seaside Resorts," Journal of the Market Research Society, Vol. 17, No. 2, 1975, pp. 74-89.
176. Embacher, J. and Buttle, F., “A Repertory Grid Analysis of Austria’s Image as a Summer Vacation Destination," Journal of Travel Research, Vol. 27, No. XX, 1989, pp. 3-7.
177. Pike, S., “The Use of Repertory Grid Analysis to Elicit Salient Short-break Holiday Destination Attributes in New Zealand," Journal of Travel Research, Vol. 41, No. 3, February 2003, pp. 315-320.
178. Goffin, K., “Understanding Customers’ Views: A Practical Example of the Use of Repertory Grid Technique," Management Research News, Vol. 17, No. 7/8, 1994, pp. 17-28.
179. Goffin, K. and Koners, U. “Tacit Knowledge, Lessons Learned and New Product Development” Accepted for publication in the Journal of Product Innovation Management in Vol. 28, No. xx, March 2011.
180. Khan, A., “Perceived Service Quality in the Air Freight Industry," PhD Thesis, Cranfield School of Management, UK, 1993.
181. Bender, M. P., “Provided versus Elicited Constructs: An Explanation of Warr and Coffman’s Anomalous Finding," British Journal of Social and Clinical Psychology, Vol. 13, 1974, pp. 329-330.
182. Ryle, A. and Lunghi, M. W., “The Dyad Grid: A Modification of Repertory Grid Technique," British Journal of Psychiatry, Vol. 117, 1970, pp. 323-327.
183. O’Cinneide, B., “The Cheesecraft Case." In O’Cinneide, B. (ed.) The Case for Irish Enterprise.Dublin, Ireland: Dublin Enterprise Publications, 1986.
184. Landfield, A. W., “Meaningfulness of Self, Ideal and Other as Related to Own versus Therapist’s Personal Construct Dimensions," Psychological Reports, Vol. 16, 1965, pp. 605-608.
185. Pope, M. L. and Keen, T. R., Personal Construct Psychology and Education. London: Academic Press, 1981 p. 46.
186. Hudson, R., “Images of the Retailing Environment: An Example of the Use of the Repertory Grid Methodology," Environmental Behaviour, Vol. 6, No. 4, December 1974, pp. 470-494.
187. www.beiersdorf.de
188. Goffin, K., Lemke, F. and Szwejczewski, M., “An Exploratory Study of ‘Close’ Supplier-Manufacturer Relationships," Journal of Operations Management, Vol. 24, No. 1, 2006, pp. 189-209.
189. www.idiogrid.com/
190. http://tiger.cpsc.ucalgary.ca/
191. Smith, M., “An Introduction to Repertory Grids-Part Two: Interpretation of Results," Graduate Management Research, Vol. 3, No. 2, Autumn 1986, pp. 4-24.
192. Rocchi, B. and Stefani, G., “Consumers’ Perception of Wine Packaging: A Case Study," International Journal of Wine Marketing, Vol. 18, No. 1, 2006, pp. 33-44.
193. Jankowitz, D., The Easy Guide to Repertory Grids. Chichester: Wiley, 2004, p. 145ff.
194. www.qsrinternational.com
195. Goffin, K., “Repertory Grid Technique." In Partington, D. (ed.) Essential Skills for Management Research, London: Sage, 2002.
196. Open University, Block 4 Data Collection Procedures, DE304 Research Methods in Education and the Social Sciences Series. Milton Keynes: Open University Press, 1979, p. 30.
197. Melillo, W., “Inside the Consumer Mind," Adweek, January 16, 2006, p. 12 (Quote from Professor Gerald Zaltman).
198. NESTA, The New Inventors, How Users Are Changing the Rules of Innovation. National Endowment for Science, Technology and the Arts (NESTA) Research Report, 2008.
199. Lüthje, C., Herstatt, C. and von Hippel, E., “The Dominant Role of ‘Local’ Information in the User Information. The Case of Mountain Biking," MIT Sloan Working Paper No. 4377-02, July 2002.
200. Von Hippel, E., “Lead Users: a Source of Novel Product Concepts," Management Science, Vol. 32, No. 7, 1986, pp. 791-805.
201. Based on an interview with Ryan Jones on December 27, 2009; http://www.pg.com/en_US/ brands/beauty_grooming/index.shtml (accessed January 2010)
202. http://www.hugocreate.com/en/ home (accessed January 2010).
203. Tuomi, I., Networks of Innovation, Oxford: Oxford University Press, 2002.
204. Tiemann, M., History of the OSI. Open Source Initiative, 2006. www.Opensource.org/history. Retrieved February 2010.
205. Sonali, K. S., Open Beyond Software. Open Sources 2. Edited by Danese Cooper, Chris DiBona and Mark Stone. Sebastopol, CA: O’Reilly Media, 2005.
206. Postigo, H., “From Pong To Planet Quake: Post-industrial Transition from Leisure to Work, Information," Communication & Society, Vol. 6, No. 4, 2003, pp. 593-607.
207. Tyagi, P. K., “Webnography: A New Tool to Conduct Marketing Research," The Journal of the American Academy of Business, Vol. 15, No. 2, March 2010, pp. 262-267.
208. Piller, F., VDI Nachrichten, Weltmeister Magazin 1/2009, RWTH Aachen, 2009, p. 23.
209. Schilling, M. A. and Hill, W. L., “Managing the New Product Development Process: Strategic Imperative," Academy of Management Executive, Vol. 12, No. 3, 1998, pp. 67-81.
210. Brown, S. L. and Eisenhard, K., “Product Development: Past Research, Present Findings, and Future Directions," Academy of Management Review, Vol. 20, No. 2, 1995, pp. 343-378.
211. Von Hippel, E., “Has a Customer Already Developed Your Next Product?" Working Paper, MIT Sloan Management School of Management, Vol. 18, 1976, pp. 63-74.
212. Case based on a CNN news report on Sunday March 21, 2010: http://edition.cnn.com/video/#/ video/international/2010/03/17/quest.united.uniform.cnn.
213. Füller, J., Bartl, M., Ernst, H. and Mühlbacher, H., “Community Based Innovation: How to Integrate Members of Virtual Communities into New Product Development," Electron Commerce Res, Vol. 6, No. 1, 2006, pp. 57-73.
214. Lüthje, C., “Methoden zur Sicherstellung von Kundenorientierung in den frühen Phasen des Innovationsprozesses." In Herstatt, C. and Verworn, B. (eds.) Management der frühen Innovationsphasen: Grundlagen-Methoden-Neue Ansätze. Wiesbaden: Gabler, 2003.
215. Magnusson, P. R., “Exploring the Contributions of Involving Ordinary Users in Ideation of Technology-based Services," Journal of Product Innovation Management, Vol. 26, No. 5, 2009, pp. 578-593.
216. Prahalad, C. K. and Rangaswamy, V., “Co-opting Customer Competence," Harvard Business Review, Vol. 78, No. 1, 2000, pp. 79-87.
217. Boutellier, R. and Völker, R., Erfolg durch innovative Produkte. Bausteine des Innovationsmanagements.München: Hanser, 1997.
218. Slater, S. G. and Narver, J. C., “Customer-led and Market-Oriented: Let’s Not Confuse the Two," Strategic Management Journal, Vol. 19, No. 10, 1998, pp. 1001-1006 (quote on p. 1003).
219. Rogers, E. M., Diffusion of Innovations, New York: Free Press, 2003.
220. Herstatt, C. and von Hippel, E., “From Experience: Developing New Product Concepts via the Lead User Method: A Case Study in a ‘Low-Tech’ Field," Journal of Product Innovation Management, Vol. 9, No. 3, 1992, pp. 213-221.
221. Koerner, B. I., “Geeks in Toyland," Wired 2, 2006, pp. 108-150.
222. Herstatt, and von Hippel, 1992, pp. 213-221.
223. Goffin, K. and Mitchell, R., Innovation Management. Strategy and Implementation using the Pentathlon Framework. ondon: Palgrave Macmillan, 2nd edition, 2010.
224. Cooper, R. G. and Edgett, S. J., Generating Breakthrough New Product Ideas: Feeding the Innovation Funnel. Product Development Institute, Ancaster, Canada, 2007.
225. Herstatt, C. and von Hippel E., (1992).
226. Schmookler, J., Innovation and Economic Growth. Cambridge, MA: Harvard University Press, 1966.
227. Rogers, E. M. and Shoemaker, F. F., Communication of Innovations. A Cross-Cultural Approach. 2nd edition. New York: The Free Press, 1971.
228. von Hippel, E., Thomke, S. and Sonnack, M., “Creating Breakthroughs at 3M," Harvard Business Review, Vol. 77, No. 5, September-October 1999, pp. 47-57 (quote on p. 50).
229. Muniz, A. M., O’Guinn and T. C., “Brand Community," Journal of Consumer Research, Vol. 27, 2001, pp. 412-432.
230. Sawhney, M., Verona, G. and Prandelli, E. (2005). “Collaborating to Create: The Internet as a Platform for Customer Engagement in Product Innovation," Journal of Interactive Marketing, Vol. 19, No. 4, pp. 4-17.
231. McKinsey & Company-German Office (2008). Acht Technologietrends, die Sie im Auge behalten sollten. www.mckinsey.de (accessed on 16.6.2008).
232. Jeppesen, L. B. and Frederiksen, L., “Why Do Users Contribute to Firm-hosted User Communities? The Case of Computer-Controlled Music Instruments," Organization Science, Vol. 17, No. 1, 2006, pp. 45-63.
233. Muniz, A. M., O’ Guinn, T. C., “Brand Community," Journal of Consumer Research, Vol. 27, No. 4, 2001, pp. 412-432.
234. Williams, R. L. and Cothrel, J., “Four Smart Ways to Run Online Communities," Sloan Management Review, Vol. 41, No. 4, 2000, pp. 81-91.
235. Lave, J. and Wenger, E., Situated Learning: Legitimate Peripheral Participation. Cambridge University Press, Cambridge, 1991.
236. Bartl, M., Hück, S. and Landgraf, R., “Netnography erschließt Online-Communities als Innovationsquelle," Research&Results, Vol. 1, 2008, pp. 28-29.
237. Werry, C. and Mowbray, M., Online Communities. New Jersey: Prentice Hall, 2001.
238. Howe, J., “The Rise of Crowdsourcing," Wired, 2006, www.wired.com/wired/archive/14.06/ crowds.html
239. Kleemann, F., Voß, G. and Rieder, K., “Un(der)paid Innovators: The Commercial Utilization of Consumer Work through Crowdsourcing," Science, Technology & Innovation Studies, Vol. 4, No. 1, 2008, pp. 5-26.
240. Bradshaw, T., “Original Ideas Prove Customer Knows Best," Financial Times, London, January 4, 2010, p. 4.
241. Whitla, P., “Crowdsourcing and Its Application in Marketing Activities," Contemporary Management Research, Vol. 5, No. 1, 2009, pp. 15-28.
242. Bonabeau, E., “Decisions 2.0: The Power of Collective Intelligence," MIT Sloan Management Review, Vol. 50, No. 2, 2009, pp. 44-52.
243. Thomke, Stefan. H., Experimentation Matters: Unlocking the Potential of New Technologies for Innovation. Boston: Harvard Business School Publishing, 2003, p. 6.
244. Thomke, S. and von Hippel, E., “Customers as Innovators: A New Way to Create Value," Harvard Business Review, Vol. 80, No. 2, March-April 2002, pp. 74-81.
245. Andreasen, A. R. and Smith, W. A., Marketing Research That Won’t Break the Bank: A Practical Guide to Getting the Information You Need. 2nd edition. San Francisco: Jossey-Bass, 2002.
246. Sequeira, J. T., “Take a Chance on Experimenting," Business Week, September 21, 2009.
247. This well-known anecdote about the Walkman product is not mentioned in the official history of the product on the Sony website http://www.sony.net/Fun/SH/1-18/h3.html (accessed March 2010).
248. Dahlsten, F., “Hollywood Wives Revisited: A Study of Customer Involvement in the XC90 Project at Volvo Cars," European Journal of Innovation Management, Vol. 7, No. 2, 2004, pp. 141-149.
249. Huxold, S., Marketinforschung und strategische Planung von Produktinnovationen. Berlin: Erich Schmidt Verlag, 1990.
250. McKay, L., “Where Does Innovation Come From?" Customer Relationship Management, Vol. 14, No. 1, 2010, pp. 24-30.
251. Lilien, G. L., Morrison, P. D., Searls, K., Sonnack, M. and von Hippel, E., “Performance Assessment of the Lead User Idea-Generation Process for New Product Development," Management Science, Vol. 48, No. 8, 2002, pp. 1042-1059.
252. Iansiti, M. and MacCormack, A., “A Developing Products on Internet Time," Harvard Business Review, Vol. 75, No. 5, 1997, pp. 108-118.
253. Goffin, K. and Mitchell, R., “The Customer Holds the Key to Great Products," Financial Times, March 24, 2006, pp. 10-11 (quote on p. 10).
254. McKinsey & Company-German Office. “Acht Technologietrends, die Sie im Auge behalten sollten." www.mckinsey.de 6.16.2008.
255. Cooke, M. and Buckley, N., “Web 2.0, Social Networks and the Future of Market Research," International Journal of Market Research, Vol. 50, No. 2, 2008, p. 267.
256. Kessels, R., Goos, P. and Vandebroek, M., “Optimal Designs for Conjoint Experiments," Computational Statistics & Data Analysis, Vol. 52, No. 5, 2008, pp. 2369-2387 (quote on p. 2369).
257. Luce, R. D. and Tukey, J. W., “Simultaneous Conjoint Measurements: A New Type of Fundamental Measurement," Journal of Mathematical Psychology, Vol. 1, No. 1, 1964, pp. 1-27.
258. Green, P. E. and Rao, V. R., “Conjoint Measurement for Quantifying Judgemental Data," Journal of Marketing Research, Vol. 8, No. 3, 1971, pp. 355-363.
259. Green, P. E. and Srinivasan, V., “Conjoint Analysis in Consumer Research: Issues and Outlook," Journal of Consumer Research, Vol. 5, No. 2, 1978, pp. 103-123.
260. Wittink, D., Vriens, M. and Burhenne, W. (1994) Commercial Use of Conjoint Analysis in Europe:Results and Critical Refl ections. International Journal of Research in Marketing, 11 (1), 41-52.
261. Naudé, P. and Buttle, F., “Assessing Relationship Quality," Industrial Marketing Management, Vol. 29, No. 4, 2000, pp. 351-361.
262. Louviere, J. J., Hensher D. A. and Swait, J. D., Stated Choice Methods: Analysis and Application.Cambridge: Cambridge University Press, 2000.
263. Churchill, G. A. J., Marketing Research: Methodological Foundations. 6th edition. London: The Dryden Press, 1999.
264. Veisten, K., “Willingness to Pay for Eco-labelled Wood Furniture: Choice-based Conjoint Analysis versus Open-ended Contingent Valuation," Journal of Forest Economics, Vol. 13, No. 1, 2007, pp. 29-48.
265. Miller, G. A., “The Magical Number Seven, Plus or Minus Two: Some Limits on Our Capacity for Processing Information," The Psychological Review, Vol. 63, No. 2, 1956, pp. 81-97.
266. Huber, J., What We Have Learned from 20 Years of Conjoint Research: When to Use Self-Explicated, Graded Pairs, Full Profiles or Choice Experiments. Sawtooth Software Research Paper Series, 1997.
267. Keppel, G. and Wickens, T. D., Design and Analysis: A Researcher’s Handbook. 4th edition. Upper Saddle River, NJ: Pearson Prentice Hall, 2004, pp. 76-79.
268. Hahn, G. J. and Shapiro, S. S., A Catalog and Computer Program for the Design and Analysis of Orthogonal Symmetric and Asymmetric Fractional Factorial Experiments. General Electric Research and Development Center. Technical Report: 66-C 165, 1966.
269. Brown, G. and Vandenbosch, M., Bayernwerk A.G. (A): Responding to Deregulation. IMD Case Study: IMD-5-0590, 2003
270. Brown, G. and Vandenbosch, M., Bayernwerk A.G. (B): Aquapower. IMD Case Study: IMD-5-0599, 2003
271. http://www.eon-bayern.com (accessed May 29, 2008)
272. http://www.yellostrom.de (accessed May 29, 2008)
273. http://www.rwe.com (accessed May 29, 2008).
274. Lipke, D. J., “Product by Design," American Demographics, Vol. 23, No. 2, 2001, pp. 38-41. http://www.motorola.com (accessed February 19, 2010)
275. http://www.populus.com (accessed February 19, 2010).
276. Walley, K., Custance, P., Taylor, S., Lindgreen, A. and Hingley, M., “The Importance of Brand in the Industrial Purchase Decision: A Case Study of the UK Tractor Market," Journal of Business and Industrial Marketing, Vol. 22, No. 6, 2007, pp. 383-393.
277. Oppewal, H., Louviere, J. J. and Timmermans, H. J. P., “Modeling Hierarchical Conjoint Processes with Integrated Choice Experiments," Journal of Marketing Research, Vol. 31, No. 1, 1994, pp. 92-105.
278. Rao, V. R. and Sattler, H., “Measurement of Price Effects with Conjoint Analysis: Separating Information and Allocative Effects of Price," In Gustafsson, A., Herrmann, A. and Huber, F. (eds.) Conjoint Measurement: Methods and Applications. Berlin: Springer-Verlag, 2001, pp. 47-66.
279. Orme, B. K., Three Ways to Treat Overall Price in Conjoint Analysis. Sawtooth Software Research Paper Series, 2007.
280. von Hippel, E., Thomke, S. and Sonnack, M., “Creating Breakthroughs at 3M," Harvard Business Review, Vol. 77, No. 5, September-October 1999, pp. 47-57 (quote on p. 47).
281. Goffin, K. and Mitchell, R., “The Customer Holds the Key to Great Products," Financial Times, FT Mastering Uncertainty, Friday, March 24, 2006, pp. 10-11.
282. Deszca, G., Munro, H. and Noori, H., “Developing Breakthrough Products: Challenges and Options for Market Assessment," Journal of Operations Management, Vol. 17, No. 6, 1999, pp. 613-630.
283. Case based on an interview with Kate Blandford by K. Goffin on January 6, 2010 and http://kateblandfordconsulting. com/ (accessed January 2010).
284. Batchelder, C., Pinto, C., Bogg, D., Sharples, C. and Hill, A., “Capturing Best Practice in Establishing Customers’ Hidden Needs for Smith and Nephew," Manchester Business School, International Business Project 2006, December 2006, p. 27.
285. Chisnall, P., Marketing Research. 4th edition. London: McGraw-Hill, 1992, p. 34.
286. Zaltman, G. and Coulter, R. H., “Seeing the Voice of the Customer: Metaphor-Based Advertising Research," Journal of Advertising Research, Vol. 35 No. 4, July/August 1995, pp. 35-51 (quote on p. 39).
287. Griffin, A. and Hauser, J. R., “The Voice of the Customer," Marketing Science, Vol. 12, No. 1, Winter 1993, pp. 1-27 (quote on p. 19).
288. If you are interested in this research check http:// www.som.cranfield.ac.uk/som/p1400/Research/Research-Centres/The-Centre-for-Innovative-Products-and-Services/
289. Cooper, R. G. and Edgett, S. J., “Ideation for Product Innovation: What Are the Best Methods?" PDMA Visions Magazine, Vol. XXXII, No. 1, March 2008, pp. 12-17 (quote on p. 12).
290. Griffin, A. and Hauser, J. R., 1993, pp. 1-27.
291. Hargadon, A. and Sutton, R.I., ‘Building an Innovation Factory’, Harvard Business Review, Vol. 78, No. 3, May-June 2000, pp. 157-167 (quote on p. 157).
292. Couger, J.D., Creative Problem Solving and Opportunity Finding, Danvers, MA: Boyd and Fraser, 1995.
293. Thomke, S. and Fujimoto, T. ‘The Effect of ‘Front-Loading’ Problem-Solving on Product Development Performance’. Journal of Product Innovation Management, Vol. 17, No. 2, March 2000, pp. 128-142.
294. Amabile, T.M., Hadley, C.N. and Kramer, S.J. ‘Creativity Under the Gun’, Harvard Business Review, Vol. 80, No. 8, August 2002, pp. 52-61.
295. Mascitelli, R. ‘From Experience: Harnessing Tacit Knowledge to Achieve Breakthrough Innovation’. Journal of Product Innovation Management, Vol. 17, No. 3, 2000, pp. 179-193 (quote on p. 186).
296. Case based on interviews with Angelique Green and Julian Gwyn-Owen, conducted by K. Goffin in September 2009. See also: http://www.boxercreative.co.uk/
297. Verganti, R. (2009). Design-Driven Innovation-Changing the Rules of Competition by Radically Innovating what Things Mean. Boston, MA: Harvard Business Press.
298. Goldenberg, J. and Mazursky, D., Creativity in Product Innovation, Cambridge: Cambridge University Press, 2002.
299. Altshuller, G. And Suddenly the Inventor Appeared. Worchester, MA, Technical Innovation Center Inc:1996.
300. Zhang, J., Chai, K-H. and Tan, K-C. ‘Applying TRIZ to Service Conceptual Design: An Exploratory Study’, Creativity and Innovation Management, Vol. 14, No. 1, (March 2005), pp. 34-42.
301. Case based on an interview with Peter Elvekjær conducted by K. Goffin on 15th January 2010 and the website www.grundfos.com (accessed January 2010).
302. Inglehart, R. Culture Shift in Advanced Industrial Society. Princeton University Press: Princeton, New Jersey, 1990, p. 428. The Bosch website, http://www.boschpackaging.com/boschpackagingworld/eng/index.asp (accessed in October 2009).
303. Batchelder, C., Pinto, C., Bogg, D., Sharples, C. and Hill, A. Capturing Best Practice in Establishing Customers’ Hidden Needs for Smith and Nephew. Manchester Business School, International Business Project 2006, December 2006.
304. Goffin, K. and Mitchell, R. Innovation Management: Strategy and Implementation Using the Pentathlon Framework. Basingstoke: Palgrave Macmillan Academic Publishers, 2nd edition, March 2010.
305. Jaruzelski, B. and DeHoff, K. ‘The Customer Connection: The Global Innovation 1000’, Strategy + Business, Issue 49, (Winter 2007), pp. 69-83.
306. Case based on an interview conducted with Johann Gessler by K. Goffin at the Gulkeweise Austria in December 2009 and http://www.audi.com/com/brand/en.html (accessed January 2010).
307. Mathew, M. and Donepudi, A. ‘Innovation at Whirlpool: The DNA of Corporate Culture’, ICFAI Business School Case Development Centre, 2006, ECCH European Case Clearing House: Cranfield, UK, code 306-504-1, pp. 1-12. And: Information found on http://www.whirlpool. com/