The Effect of a Tighter Link to Customers on Product Innovation Strategy

Nicolaj Siggelkow, Management, The Wharton School

Abstract: One of the important consequences of recent technological advances has been that firms and customers are in much closer contact with each other. Using the web and mobile technologies, customers have the ability to send more frequently and more accurately their needs to firms. In this project, we use a simulation approach to understand some of the consequences of these developments.