Abstract
When it comes to doing market research for new product development, companies have traditionally seen consumers as a source of information who “speak only when spoken to” (von Hippel 1978, 243). The company’s role is to capture their needs and preferences, and ultimately to develop appropriate solutions. Over the last decade, researchers and practitioners have realized that consumers can also be a source of innovation, helping discover solutions that meet their own needs.
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© 2015 Springer Fachmedien Wiesbaden
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Krämer, A. (2015). Summary and outlook. In: Low-Income Consumers as a Source of Innovation. Springer Gabler, Wiesbaden. https://doi.org/10.1007/978-3-658-08930-6_6
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DOI: https://doi.org/10.1007/978-3-658-08930-6_6
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Publisher Name: Springer Gabler, Wiesbaden
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Online ISBN: 978-3-658-08930-6
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