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Paper info: Constructing Customer Reference Portfolio for Launching Innovations

Title


Constructing Customer Reference Portfolio for Launching Innovations

Authors


Miia Romanainen and
Risto T. Salminen
Lappeenranta University of Technology
Finland
Risto T. Salminen

Place of Publication


The paper was published at the 24th IMP-conference in Uppsala, Sweden in 2008.

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Abstract


The purpose of the study is to increase understanding of reference usage by constructing a customer reference portfolio for launching industrial innovations. The research questions are: 1) What is an optimal customer reference portfolio for launching industrial innovations like?, 2) How an optimal reference portfolio can be created? The results will provide new knowledge of the use of references when launching innovations and of how to increase efficiency in sales and marketing as well as in establishing customer relationships. As an outcome of the study a customer reference portfolio model for launching industrial innovations will be proposed.