Connecting ethnography to the business of innovation

被引：4

作者：

Meyer, Marc H. ^{[1
]}

Crane, Frederick G. ^{[1
]}

Lee, Chaewon ^{[2
]}

机构：

[1] Northeastern Univ, DAmore McKim Sch Business, Boston, MA 02115 USA

[2] Seoul Natl Univ Sci & Technol, 232 Gongneung Ro, Seoul 01811, South Korea

来源：

BUSINESS HORIZONS | 2016年 / 59卷 / 06期

关键词：

Innovation; Ethnography; New product development; Innovation teams; Customer insight; DESIGN;

D O I：

10.1016/j.bushor.2016.07.001

中图分类号：

F [经济];

学科分类号：

02 ;

摘要：

This article presents methods to help companies build processes that emphasize consumer ethnography, customer ethnography, and commercialization planning as components for innovation within mature, well-established consumer or industrial markets. It is written for multifunctional innovation teams and senior management toward increasing the success rates of new product innovations. (C) 2016 Kelley School of Business, Indiana University. Published by Elsevier Inc. All rights reserved.

引用

页码：699 / 711

页数：13

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