Reimagining Innovation from the Customer Perspective

Exploring Commercial, Social, and Digital Innovation from the Customer Perspective 2026 Book chapter

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Authors: Seidali Kurtmollaiev, Tor Wallin Andreassen, Line Lervik-Olsen
DOI: 10.4324/9781003492047-1
Cited by: 1

Abstract

Although global CEOs prioritize innovation, their satisfaction with innovation efforts remains low. What can explain this paradox? This book addresses this issue by identifying a fundamental flaw in the traditional firm-centric approach to innovation, which emphasizes internal processes over customer perspectives. In this chapter, we introduce the main purpose of the book and provide a brief review of its parts.

Fields of Study & Subjects

Innovation and Socioeconomic Development Service and Product Innovation Business Strategies and Innovation

Publication details

Journal / source
Exploring Commercial, Social, and Digital Innovation from the Customer Perspective
Publisher
Routledge
Pages
1–11
Publication date
5 January 2026
Language
EN
Document type
Book chapter