IDEAS home Printed from https://ideas.repec.org/h/spr/sprchp/978-1-4842-0385-9_7.html
   My bibliography  Save this book chapter

Innovation’s Second Step

In: The Customer Trap

Author

Listed:
  • Andrew R. Thomas
  • Timothy J. Wilkinson

Abstract

According to the textbooks, sales and distribution should be approached from the perspective of customer needs. An individual or company simply wants the product to be available at a certain time and place, in the correct quantity and at the right price. While unassailable from the customer’s point of view, this perspective ignores the interests of innovating companies, which often conflict with those of the customer, particularly as innovators move through the vulnerable scaling-up process and the “customer” becomes more than 10 percent of total revenue.

Suggested Citation

  • Andrew R. Thomas & Timothy J. Wilkinson, 2015. "Innovation’s Second Step," Springer Books, in: The Customer Trap, edition 0, chapter 0, pages 91-116, Springer.
    • Handle: RePEc:spr:sprchp:978-1-4842-0385-9_7
    DOI: 10.1007/978-1-4842-0385-9_7
    as

    Download full text from publisher

    To our knowledge, this item is not available for download. To find whether it is available, there are three options:
    1. Check below whether another version of this item is available online.
    2. Check on the provider's web page whether it is in fact available.
    3. Perform a search for a similarly titled item that would be available.

    Corrections

    All material on this site has been provided by the respective publishers and authors. You can help correct errors and omissions. When requesting a correction, please mention this item's handle: RePEc:spr:sprchp:978-1-4842-0385-9_7. See general information about how to correct material in RePEc.

    If you have authored this item and are not yet registered with RePEc, we encourage you to do it here. This allows to link your profile to this item. It also allows you to accept potential citations to this item that we are uncertain about.

    We have no bibliographic references for this item. You can help adding them by using this form .

    If you know of missing items citing this one, you can help us creating those links by adding the relevant references in the same way as above, for each refering item. If you are a registered author of this item, you may also want to check the "citations" tab in your RePEc Author Service profile, as there may be some citations waiting for confirmation.

    For technical questions regarding this item, or to correct its authors, title, abstract, bibliographic or download information, contact: Sonal Shukla or Springer Nature Abstracting and Indexing (email available below). General contact details of provider: http://www.springer.com .

    Please note that corrections may take a couple of weeks to filter through the various RePEc services.

    IDEAS is a RePEc service. RePEc uses bibliographic data supplied by the respective publishers.