Does complexity deter customer-focus?

Material TypeArticleLanguageEnglish
TitleDoes complexity deter customer-focus? Author(S)Sendil K Ethiraj (Author)
Abstract  Economic models suggest that firms use a simple cost-benefit calculation to evaluate customer requests for new product features, but an extensive organizational literature shows the decision to implement innovation is more nuanced. We address this theoretical tension by studying how firms respond to customer requests for incremental product innovations, and how these responses change when the requested innovation is complex ...Paginationp137–161
SubjectManagementDescriptorsStrategic management
Journal TitleStrategic Management Journal  
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