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How does concept development contribute to successful launch? Exploring the role and the sources of Hard-to-Imitate Signals

Magnus Holmén (Institutionen för teknikens ekonomi och organisation, Innovationsteknik) ; Sara Fallahi (Institutionen för teknikens ekonomi och organisation, Innovationsteknik) ; Rifat Sharmelly
DRUID 2012, Copenhagen, CBS June 19 - 21 (2012)
[Konferensbidrag, refereegranskat]

This paper explains why CD activities are valuable from a signaling perspective. By signaling, the firm attempts to influence the behavior of a customer. However, as most signals can be imitated or faked by competitors, a signal will only be effective from the firm‘s perspective if it is perceived as reliable by customers, which requires the signal to be costly or hard to imitate. This paper explains why repeated customer interaction during the CD phase can create new or significantly improved capabilities on the one hand, and create lead users on the other hand. The creation of new capabilities and lead users are two sources of Hard to Imitate Signals (HIS) which are perceived as reliable by customers and thus contribute to innovation and market diffusion. The paper discusses some general implications of the signaling perspective for CD.

Nyckelord: Innovation, Fuzzy front end, Business model, Signals, Capabilities, Lead users

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Denna post skapades 2012-05-15. Senast ändrad 2012-05-15.
CPL Pubid: 157611


Institutioner (Chalmers)

Institutionen för teknikens ekonomi och organisation, Innovationsteknik (2005-2016)


Innovation och entreprenörskap (nyttiggörande)
Industriell teknik och ekonomi

Chalmers infrastruktur