What You Can Learn From Your Customer’s Customer Harvard Case Solution & Analysis

Firms that are highly developed fund internal research and development to get an advantage in the market. They also work intimately with their sellers in an attempt to offer greater functionality and performance for their customers. However, some crucial new product insights do not come from suppliers and customers working together but from the clientele customers. When suppliers and customers collaborate, the writers write, they can "tweak" the technology to supply large increases in value for the clientele customers. In contrast to recent research on how customers and suppliers collaborate to save on costs, the authors analyze the innovation procedure to comprehend how to attain results for the end user that otherwise would not occur. Drawing on numerous examples from technology firms, they look at how providers and customers become open to tweaking the provider's offering to better serve the client's customers; what makes for successful tweaking; and various methods parties can share the fruits of collaboration in order that everyone gains. Although some progressive providers and customers saw the possible advantages of working together, several of the companies the authors analyzed saw this type of cooperation as a final resort.

What You Can Learn From Your Customer's Customer Case Study Solution

Small suppliers saw large prospective customers as slow to make choices and overly competitive about claiming intellectual property that came out of collaborations; about how they used their customers' applications and the suppliers' technologies large customers also tended to withhold advice. Nevertheless, the writer discovered that some technology company’s actively seek opportunities to work with their clients and clientele customers. This was especially true with small and medium-sized businesses. The authors explore two crucial issues: the extent to which contact between the supplier and also the clientele customer requirements to be direct; and how their odds of succeeding to improve. The writers found that businesses which are not able to order for this can compensate, although being able to socialize together with the customer's customer directly is desired in several cases

PUBLICATION DATE: January 01, 2013 PRODUCT #: SMR442-PDF-ENG

This is just an excerpt. This case is about INNOVATION & ENTREPRENEURSHIP

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What You Can Learn From Your Customer’s Customer

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