COLLABORATING WITH CUSTOMERS TO INNOVATE: CONCEIVING AND MARKETING PRODUCTS IN THE NETWORKING AGE
Book ID/图书代码： 04289512B56096
English Summary/英文概要： "Collaborating with Customers to Innovate" explores the collaborative potential offered by customers in digital environments to enhance the effectiveness of new product development. The internet has created the problem of an increasing need for innovation in a context where information is transparent, competitors are just one click away, and product lifecycles are shrinking. However, as the book demonstrates, the internet also provides the solution - enabling new forms of value creation with customers and an efficient way to harness distributed competences. Specifically, the authors highlight the role that digital environments play in allowing firms to engage customers in product design and testing. They develop a major review of web-based tools for marketing interaction and then explore the opportunities for sustaining innovation through collaboration beyond the customer-firm relationship. The book enriches an important debate in management and in academia on the new product development process. It encompasses marketing approaches and is sharply focused on the opportunities that digital technologies have created for involving customers in collaborative innovation, and actionable recommendations for putting collaborative innovation to work. The book will appeal to academics as well as practitioners in marketing and new product development as well as MBA students on marketing and new product development courses.
Chinese Summary/中文概要： 《与客户合作创新》探讨了数字环境下客户的潜在合作，以提高新产品开发的有效性。互联网时代已经创造了一个信息透明，竞争者只需一个点击，产品生命的周期正在萎缩的这样一个环境下需要快速创新的问题。然而，正如这本书所表明的那样，互联网也提供了解决方案——启用与客户合作的新形式的价值创造以及利用分布能力的有效的方式。作者特别强调了数字环境在允许公司吸引顾客参与产品设计和测试中的作用。他们开发了一个机遇web的工具，主要回顾营销互动，然后探索通过客户-公司间的合作保持创新的这样的机会。这本书充实了在管理界和在学术界关于新产品开发过程的重要辩论。它包括营销方法，集中在客户-公司合作创新的机会探讨上，以及推动合作创新的可执行的建筑。这本书将吸引学者以及在营销和新产品开发的从业者以及营销和新产品开发课程的MBA学生。(LNL)
Awards/获奖情况：“深刻的研究和富有远见的理论阐释使这本书成为通过合作创新的不可或缺的理论指南。实际上，这本书里描述的许多技术正在被IBM利用来改善与客户的关系”——Guido Gerlotti，ibm.com网络销售的副主席
用严格的学术分析客户推动创新，Prandelli，Sawhney和Verona真实世界的插图。作为一个在汽车市场的虚拟知识的经纪人，Edmunds经历了Prandelli，Sawhney和Verona富有洞察力的见解。我赞赏他们用这样一种可行的和感知的方式与世界各地的管理人员分享这些见解。—Avi Steinlauf, Edmunds.com网总裁
这本书是我读过的唯一一本在充满竞争的市场中给我答案的书。将客户看做是快速变化、高节奏的环境中持续创新的源泉。产品优势不是持续的，所以新产品优势必须每天都要更新。这本书讲的非常明白，如果你阅读，你会学到很多。—Richard A. D’Aveni, Tuck School of Business at Dartmouth, US
客户已经成为许多行业公司里的关键性创新伙伴。同时，新的信息技术将客户-企业合作创新的方式多样化、简单易行、高效化。Prandelli, Sawhney, and Verona的书共振这个重要的主题，有助于我们理解相关的管理概念和实践。一本对学者和实践者来说绝对的有价值的书——Satish Nambisan, Rensselaer Polytechnic Institute, US
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