Don't let your customers lead you astray in developing new products

Axel Johne

European Management Journal, 1992, vol. 10, issue 1, 80-84

Abstract: Axel Johne shows that there are risks associated with close working with existing customers. Despite their importance, customer inputs are only one of several factors which contribute towards long-term product development success. Efficient networking with customers can be useful, but requires skilful management within a wider business context, especially when competing internationally.

Date: 1992
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