Connecting ethnography to the business of innovation

Marc H. Meyer, Frederick G. Crane and Chaewon Lee

Business Horizons, 2016, vol. 59, issue 6, 699-711

Abstract: 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.

Keywords: Innovation; Ethnography; New product development; Innovation teams; Customer insight (search for similar items in EconPapers)
Date: 2016
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Persistent link: https://EconPapers.repec.org/RePEc:eee:bushor:v:59:y:2016:i:6:p:699-711

DOI: 10.1016/j.bushor.2016.07.001

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