Early Customer Involvement in Innovation : A case study of the I.T industry

The Front End of innovation (FEI) or early innovation presents one of the greatest opportunities for improving an entire innovation process in any firm. The purpose of this thesis is to study how customers can be involved in the early phase of innovation in the IT industry. In this study, we did analyze the customer types, their methods of involvement and key elements within the early innovation process or front end of innovation. In accordance with theoretical concepts, this study shows that all fifteen (15) companies working within the I.T industry in Sweden agreed working with innovation/NPD and, equally involve customers in their front end of innovation (FEI). In the I.T industry, innovation comes mainly from the users (customers) and from within the companies (R&D). To a lesser extend, from technological trends, market and suppliers. Amongst the identified phases (elements) of the front end of innovation, Opportunity Identification was found to be the dominant phase for customer involvement. Normal customers, lead, empathic design customers and virtual customers, proved the most dominant customer types integrated within the front end of innovation in the I.T industry.