Connecting ethnography to the business of innovation

Marc H. Meyer; Frederick G. Crane; Chaewon Lee

doi:10.1016/j.bushor.2016.07.001

Connecting ethnography to the business of innovation

Marc H. Meyer
, Frederick G. Crane
, Chaewon Lee

Dept. of Business Administration

Northeastern University

Research output: Contribution to journal › Article › peer-review

9 Scopus citations

Abstract

This article presents methods to help companies build processes that emphasize consumer ethnography, customer ethnography, and commercialization planning as components for innovation within mature, well-established consumer or industrial markets. It is written for multifunctional innovation teams and senior management toward increasing the success rates of new product innovations.

Original language	English
Pages (from-to)	699-711
Number of pages	13
Journal	Business Horizons
Volume	59
Issue number	6
DOIs	https://doi.org/10.1016/j.bushor.2016.07.001
State	Published - 1 Nov 2016

UN SDGs

This output contributes to the following UN Sustainable Development Goals (SDGs)

SDG 9 Industry, Innovation, and Infrastructure

Keywords

Customer insight
Ethnography
Innovation
Innovation teams
New product development

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10.1016/j.bushor.2016.07.001

Cite this

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title = "Connecting ethnography to the business of innovation",

abstract = "This article presents methods to help companies build processes that emphasize consumer ethnography, customer ethnography, and commercialization planning as components for innovation within mature, well-established consumer or industrial markets. It is written for multifunctional innovation teams and senior management toward increasing the success rates of new product innovations.",

keywords = "Customer insight, Ethnography, Innovation, Innovation teams, New product development",

author = "Meyer, \{Marc H.\} and Crane, \{Frederick G.\} and Chaewon Lee",

note = "Publisher Copyright: {\textcopyright} 2016 Kelley School of Business, Indiana University",

year = "2016",

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doi = "10.1016/j.bushor.2016.07.001",

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T1 - Connecting ethnography to the business of innovation

AU - Meyer, Marc H.

AU - Crane, Frederick G.

AU - Lee, Chaewon

PY - 2016/11/1

Y1 - 2016/11/1

N2 - This article presents methods to help companies build processes that emphasize consumer ethnography, customer ethnography, and commercialization planning as components for innovation within mature, well-established consumer or industrial markets. It is written for multifunctional innovation teams and senior management toward increasing the success rates of new product innovations.

AB - This article presents methods to help companies build processes that emphasize consumer ethnography, customer ethnography, and commercialization planning as components for innovation within mature, well-established consumer or industrial markets. It is written for multifunctional innovation teams and senior management toward increasing the success rates of new product innovations.

KW - Customer insight

KW - Ethnography

KW - Innovation

KW - Innovation teams

KW - New product development

UR - https://www.scopus.com/pages/publications/84992507415

U2 - 10.1016/j.bushor.2016.07.001

DO - 10.1016/j.bushor.2016.07.001

M3 - Article

AN - SCOPUS:84992507415

SN - 0007-6813

VL - 59

SP - 699

EP - 711

JO - Business Horizons

JF - Business Horizons

IS - 6

ER -

Connecting ethnography to the business of innovation

Abstract

UN SDGs

Keywords

Access to Document

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