Customer value as an ideation tool

In this paper a holistic customer value approach is suggested that deals with the “how”, “why”, “when”, “where” questions from a customer’s point of view. Moreover a cluster and correspondence analysis is performed using 200 innovations selected from various industries. It illustrates the relevance of the three dimensions that characterize the current innovation landscape: contextual relevance (why, when and where), personal/ environmental relevance (who) and behavioral change (how). Different types of dependencies may be created between these dimensions to create new value to the customer. Making one move along one of these dimensions, may induce opportunities to make new moves along other dimensions. Thefore trade-offs and synergies between the “what”, “who”, “why”, “how”, “when” and “where” context should be analyzed in depth. Several examples are given in this paper.nrpages: 33status: publishe