Abstract
In the face of intense international competition companies in high wage countries must produce high quality products designed to match customer demands perfectly in order to prevail. Pressure to innovate rapidly in order to set themselves apart from their constantly evolving competition and retain their dwindling lead in product and production technology is constantly mounting. Studies however show that the majority of innovations prove unsuccessful in the market. This can be attributed to a mismatch between actual customer needs and those perceived by the innovating company [1, S. 52]. Reasons for this mismatch lie in the fuzziness inherent in determining customer needs using established methods of market research. Also needs articulated by customers prior to product usage often differ significantly from actual customer demands during product usage [2, S. 128f].
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Notes
- 1.
In November 2010 the EMOTIO research project, which focuses on the conceptual design of the EMOTIO idea and its practical applications, was launched. It is a joint project of two research institutes at the RWTH Aachen University (Technology and Innovation Management Group and the Chair of Production Metrology and Quality Management of the Laboratory for Machine Tools and Production Engineering, WZL) and the P3 Communications GmbH. The project sponsor is the Ministry of Economy, Energy, Building, Housing and Transport in North Rhine-Westphalia which funds the project in the context of the Ziel2 Wissenwirtschaft.NRW sponsorship program.
- 2.
In literature highly innovative and technically skilled users are often referred to as Lead Users. Please refer to [5, S. 102ff] for further information.
- 3.
- 4.
Since EMOTIO is positioned as a new approach to interactive value creation, cooperation between the customer and the implementing company must be voluntary.
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Schmitt, R., Humphrey, S., Köhler, M. (2013). EMOTIO: Systematic Customer Integration into the Process of Innovation. In: Schuh, G., Neugebauer, R., Uhlmann, E. (eds) Future Trends in Production Engineering. Springer, Berlin, Heidelberg. https://doi.org/10.1007/978-3-642-24491-9_24
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