Connecting ethnography to the business of innovation

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 an...

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Veröffentlicht in:	Business horizons 2016-11, Vol.59 (6), p.699-711
Hauptverfasser:	Meyer, Marc H., Crane, Frederick G., Lee, Chaewon
Format:	Artikel
Sprache:	eng
Schlagworte:	Commercialization Customer insight Ethnography Industrial markets Innovation Innovation teams Innovations New product development Studies
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description	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.
doi_str_mv	10.1016/j.bushor.2016.07.001
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subjects	Commercialization Customer insight Ethnography Industrial markets Innovation Innovation teams Innovations New product development Studies
title	Connecting ethnography to the business of innovation
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