The Leading Edge. A Reference Group for Successful Innovations
Nils Rhme SocioResearch DenmarkNiels Erik Folmann J.Walter Thompson Denmark
BACKGROUND
There are two major views on innovation. One view is closely linked to technological change and to research and development (R&D) activities. In the other view innovation is regarded as a detection and fulfilment of unfilled needs and wants of potential customers/clients.
This paper is mainly related to the first view where our aim has been to create a model that helps us in bridging the gap between R&D and customers, through market research. How...