16.7. Summary
NPD success hinges on a firm's ability to decipher the needs of a demanding, fickle, and volatile marketplace and to respond with superior and differentiated offerings. Firms should, therefore, adopt the axiom that says "To be successful, firms should know their customers better than their customers know themselves." As a corollary to this axiom, customer interaction should become a key element in a firm's innovation activity. This chapter has proposed several customer interaction strategies in order to outline a course of action that managers can apply in their quest for successful innovations.
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