Connecting ethnography to the business of innovation |
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| Institution: | 1. D’Amore-McKim School of Business, Northeastern University, Boston, MA 02115-5000, U.S.A.;2. Seoul National University of Science & Technology, 232 Gongneung-ro, Nowon-gu, Seoul 01811, Korea;1. Center for Nanotechnology in Society, University of California, Santa Barbara, United States;2. Research and Policy, Ewing Marion Kauffman Foundation, United States;1. Department of Business and Economics, International Christian University, 3-10-2 Osawa, Mitaka-shi, Tokyo 181-1515, Japan;2. Faculty of Business Administration, Ritsumeikan University, Japan;3. Department of Economics, State University of New York at Stony Brook, United States;1. Arthur J. Bauernfeind College of Business, Murray State University, 109 Business Building, Room 652H, Murray, KY 42071, U.S.A.;2. C. T. Bauer College of Business, University of Houston, 334 Melcher Hall, Room 270C, Houston, TX 77204-6021, U.S.A.;1. Loyola University New Orleans, 6363 St. Charles Avenue, Box 15, New Orleans, LA 70118, U.S.A.;2. Terry College of Business, University of Georgia, Athens, GA 30602-6269, U.S.A.;3. Beedie School of Business, Simon Fraser University, 500 Granville Street, Vancouver, BC V6C 1W6, Canada |
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| Abstract: | This article presents methods to help companies build processes that emphasize consumer ethnography, customer ethnography, and commercialization planning as components for innovation within mature, well-established consumer or industrial markets. It is written for multifunctional innovation teams and senior management toward increasing the success rates of new product innovations. |
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| Keywords: | Innovation Ethnography New product development Innovation teams Customer insight |
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