Original paper
When customer ethnography is good for you – A contingency perspective
Abstract
Industrial corporations increasingly undertake customer ethnography studies to expose and understand their customers' and end users' latent needs better. However, the benefit of this practice is ambiguous and evidence for it is largely based on anecdotes and qualitative case studies. The aim of this study is to shed light on the relationship between customer ethnography and new product development (NPD) success. We explore internal and external...
Paper Details
Title
When customer ethnography is good for you – A contingency perspective
Published Date
Jul 1, 2020
Volume
88
Pages
366 - 377
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