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Die Ideen Community zur Integration von Kunden in die frhen Phasen des Innovationsprozesses
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Immer mehr Unternehmen verfolgen die Strategie, Kunden in ihre Innovationsentwicklung aktiv zu integrieren, um Kundenbedrfnisse adquat umsetzen zu knnen. Ulrich Bretschneider untersucht Ideen-Communities als Methode der Kundenintegration. Er fhrt zunchst eine Fallstudienuntersuchung zur Erfassung grundlegender Gegebenheiten von Ideen-Communities durch. Darauf aufbauend beantwortet er verschiedene Detailfragen. Beispielsweise zeitg er, welche Motive und Persnlichkeitsmerkmale von Kunden die Ideenqualitt sowie die Kundenbereitschaft zur Ideenabgabe beeinflussen.
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