Product details

By continuing to use our site you consent to the use of cookies as described in our privacy policy unless you have disabled them.
You can change your cookie settings at any time but parts of our site will not function correctly without them.
Published by: University of California, Berkeley
Published in: "California Management Review", 1999

Abstract

This article reviews a central tension in management - the relationship between customers and innovation. It explores the contrast between serving and creating customers and examines the sometimes uneasy relationship between an innovation orientation and a customer orientation. From this discussion, the article develops a model that provides an inclusive paradigm of the different strategies that firms have used to resolve the tension and explores the dynamics of the change process for several well known companies. It concludes by developing the managerial implications of the model, with particular emphasis on how new technology is changing the desirability of alternative strategies.

About

Abstract

This article reviews a central tension in management - the relationship between customers and innovation. It explores the contrast between serving and creating customers and examines the sometimes uneasy relationship between an innovation orientation and a customer orientation. From this discussion, the article develops a model that provides an inclusive paradigm of the different strategies that firms have used to resolve the tension and explores the dynamics of the change process for several well known companies. It concludes by developing the managerial implications of the model, with particular emphasis on how new technology is changing the desirability of alternative strategies.

Related