TY  - GEN
AU  - COVIELLO, NICOLE E
AU  - JOSEPH, RICHARD M
TI  - Creating major innovations with customers: Insights from small and young technology firms
PY  - 2013///
KW  - INNOVATION
KW  - MARKETING
N2  - The marketing literature typically argues that customers cannot easily be involved with, and contribute to, the creation of major innovation (MI). This article finds otherwise. The authors use an inductive process method to study how six MIs weredeveloped for business to business markets by small and young technology firms. Three of the MIs were successful and three failed. The firms with MI success are distinguished by a nonconventional new product development process that includes five iterative and overlapping activities and up to ten different customer roles
ER  -