Paper info: Constructing Customer Reference Portfolio for Launching Innovations
Constructing Customer Reference Portfolio for Launching Innovations
Miia Romanainen andRisto T. Salminen
Risto T. Salminen
Lappeenranta University of Technology
Place of Publication
The paper was published at the 24th IMP-conference in Uppsala, Sweden in 2008.
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.