EMOTIO: Systematic Customer Integration into the Process of Innovation

  • R. Schmitt
  • S. Humphrey
  • M. Köhler
Conference paper


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].


Solution Space Open Innovation Customer Demand Customer Requirement Mass Customization 
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Copyright information

© Springer-Verlag Berlin Heidelberg 2013

Authors and Affiliations

  1. 1.Laboratory for Machine Tools and Production Engineering (WZL) of RWTHAachen UniversityAachenGermany

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