Background Note | HBS Case Collection | November 1994 (Revised October 2011)

Innovation: A Customer-Driven Approach

by Marco Iansiti, Thomas J. Kosnik and Ellen Stein


Provides a selection of methodologies for the investigation of user needs, concept development, and product design.

Keywords: Customer Relationship Management; Product Design;


Iansiti, Marco, Thomas J. Kosnik, and Ellen Stein. "Innovation: A Customer-Driven Approach." Harvard Business School Background Note 695-016, November 1994. (Revised October 2011.)