Companies have traditionally taken responsibility for deciding what products and product innovations are offered to customers. However, a growing number of companies are turning this relationship on its head by asking customers not only for help in creating new products, but also in deciding which ones should be produced.

hdl.handle.net/1765/40039
RSM Discovery - Management Knowledge
Rotterdam School of Management (RSM), Erasmus University

Fuchs, C., & Schreier, M. (2012). Customer empowerment
in new product development. RSM Discovery - Management Knowledge, 9(1), 16–17. Retrieved from http://hdl.handle.net/1765/40039