Comments
yourfanat wrote: I am using another tool for Oracle developers - dbForge Studio for Oracle. This IDE has lots of usefull features, among them: oracle designer, code competion and formatter, query builder, debugger, profiler, erxport/import, reports and many others. The latest version supports Oracle 12C. More information here.
Cloud Expo on Google News
SYS-CON.TV
Cloud Expo & Virtualization 2009 East
PLATINUM SPONSORS:
IBM
Smarter Business Solutions Through Dynamic Infrastructure
IBM
Smarter Insights: How the CIO Becomes a Hero Again
Microsoft
Windows Azure
GOLD SPONSORS:
Appsense
Why VDI?
CA
Maximizing the Business Value of Virtualization in Enterprise and Cloud Computing Environments
ExactTarget
Messaging in the Cloud - Email, SMS and Voice
Freedom OSS
Stairway to the Cloud
Sun
Sun's Incubation Platform: Helping Startups Serve the Enterprise
POWER PANELS:
Cloud Computing & Enterprise IT: Cost & Operational Benefits
How and Why is a Flexible IT Infrastructure the Key To the Future?
Click For 2008 West
Event Webcasts
Who Says Customers Can't Help Create Major Innovation?

CHICAGO, Nov. 20, 2012 /PRNewswire-USNewswire/ -- Conventional wisdom suggests that customers cannot easily contribute to the creation of major innovation and new product development (NPD) should proceed in defined stages. This research finds otherwise.

(Logo: http://photos.prnewswire.com/prnh/20111102/DC96044LOGO)

Every marketer involved with NPD knows: 1) they should listen to the voice of the customer, and 2) they should involve customers at certain development stages. However, are customers simply subjects for research and product testing? Does a stage approach really help firms trying to push technological frontiers? To explore these issues, we studied how customers participate in NPD for major innovation, comparing projects that succeeded and failed. We examined small technology firms because this context allowed for rich insight to what customers actually do during NPD.

What did we find? Two approaches to NPD and ten ways that customers participate in creating major innovation.  The successful innovators pursued an atypical process: "almost ready, fire, do a bit more, re-fire." They had no conventional market assessment and made very early sales of a not-nearly-ready technology. These firms were not customer-centered. Rather, they treated customers as co-innovators, mobilizing a mix of present and potential downstream customers for trial-and-error learning. Customers were sometimes lead-users but often, they were simply keen to play with new technology. Critically, they were active in most of the roles we identified, and in every NPD activity. In clear contrast, the firms with MI failure took a more traditional approach to NPD. They followed clear stages of development where customer participation was limited to certain activities and very few roles.

The analysis appears in the November 2012 issue of the American Marketing Association's Journal of Marketing (Vol. 76, pages 87-104).

"Any firm new to major innovation is dealing with 'newness' because the technology and market is so unknown. As a result, we think even large firms can learn from our study, if they are willing to break-out of the step-by-step and risk-averse models learned in business school." [Nicole Coviello].

Our results suggest that to succeed with major innovation, a firm should NOT follow an analysis-driven stage model. Instead, they should cultivate an iterative approach to NPD, continuously involving customers in different ways. This means being willing to: (1) share in knowledge generation and (2) share technology early. This entrepreneurial approach to co-creation helps mitigate risk through early buy-in to the innovation, early market access and rapid development of a market position.

About the American Marketing Association:
The American Marketing Association (AMA) is the professional association for individuals and organizations who are leading the practice, teaching, and development of marketing worldwide. Learn more at marketingpower.com.

Contact: Christopher Bartone – 312.542.9029 – cbartone@ama.org

SOURCE American Marketing Association

About PR Newswire
Copyright © 2007 PR Newswire. All rights reserved. Republication or redistribution of PRNewswire content is expressly prohibited without the prior written consent of PRNewswire. PRNewswire shall not be liable for any errors or delays in the content, or for any actions taken in reliance thereon.

Latest Cloud Developer Stories
This white paper digs deep into the reasons testing mobile apps is fundamentally harder than traditional web or desktop applications. A collaboration by Tina Zhuo and Dennis Schultz from IBM along with Yoram Mizrachi from Perfecto Mobile and John Montgomery from uTest, these expe...
Today's datacenters face a gauntlet of challenges including protection of physical and virtual environments, fast recovery of data, reducing backup times and storage requirements, server consolidation, and disaster recovery. How are savvy CIOs conquering these types of challenges...
Scott Jenson leads a project called The Physical Web within the Chrome team at Google. Project members are working to take the scalability and openness of the web and use it to talk to the exponentially exploding range of smart devices. Nearly every company today working on the ...
CodeFutures, a provider of agile Big Data technologies, on Tuesday announced the release of Cory Isaacson’s newest book, “Understanding Big Data Scalability.” Isaacson is the CEO/CTO for CodeFutures and an industry-leading innovator of data management software. “Understanding Big...
Cloud Computing is evolving into a Big Three of Amazon Web Services, Google Cloud, and Microsoft Azure. Cloud 360: Multi-Cloud Bootcamp, being held Nov 4–5, 2014, in conjunction with 15th Cloud Expo in Santa Clara, CA, delivers a real-world demonstration of how to deploy and co...
Subscribe to the World's Most Powerful Newsletters
Subscribe to Our Rss Feeds & Get Your SYS-CON News Live!
Click to Add our RSS Feeds to the Service of Your Choice:
Google Reader or Homepage Add to My Yahoo! Subscribe with Bloglines Subscribe in NewsGator Online
myFeedster Add to My AOL Subscribe in Rojo Add 'Hugg' to Newsburst from CNET News.com Kinja Digest View Additional SYS-CON Feeds
Publish Your Article! Please send it to editorial(at)sys-con.com!

Advertise on this site! Contact advertising(at)sys-con.com! 201 802-3021



SYS-CON Featured Whitepapers
ADS BY GOOGLE

Breaking Cloud Computing News
SAN FRANCISCO, CA--(Marketwired - July 23, 2014) - Typesafe, provider of the world's leading Reactiv...