dc.contributor.author |
Maklan, Stan |
- |
dc.contributor.author |
Knox, Simon |
- |
dc.contributor.author |
Ryals, Lynette |
- |
dc.date.accessioned |
2011-09-08T10:00:11Z |
|
dc.date.available |
2011-09-08T10:00:11Z |
|
dc.date.issued |
2008-01-01T00:00:00Z |
- |
dc.identifier.citation |
Stan Maklan, Simon Knox, Lynette Ryals, New trends in innovation and customer relationship management: a challenge for market researchers. International Journal of Market Research, 2008, Vol 50, No. 2, pp221-240. |
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dc.identifier.issn |
0025-3618 |
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dc.identifier.uri |
http://dspace.lib.cranfield.ac.uk/handle/1826/3025 |
|
dc.description.abstract |
For decades, one of the key roles of market research has been to help companies
forecast customer acceptance of innovation and of changes to the marketing mix
(the 4Ps). However, traditional market research is in danger of being left
behind by new practices in sales, marketing and R&D. Reflecting an increasingly
participative approach to customer relationships, these disciplines are moving
towards customer involvement and co-creation of value rather than innovation
mainly generated by head office and only then tested among customers. Co-
creation involves working participatively with customers to enhance the value
they get when buying and using goods and services. It enables firms to
understand and respond to deeper and more valuable customer needs, and reduces
the inherent risks of innovation. Nor is this increasing trend towards co-
creation limited to new product introduction. As companies invest in customer
relationship management (CRM) programmes, they need to design new forms of
relationship with those directly affected: their customers. As customers use
internet-related technologies to manage their relationships with suppliers, co-
creation will become a more important component of innovation and growth
strategies. In this context, traditional market research approaches begin to
look outdated. The authors illustrate, with a case study of a dotcom company,
how action research can provide tools and methods by which market researchers
can assist and improve the co-creation process. The implications for market
researchers and research practices are identified. |
en_UK |
dc.language.iso |
en_UK |
- |
dc.title |
New trends in innovation and customer relationship management: a challenge for
market researchers. |
en_UK |
dc.type |
Article |
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