Virtual customer environment
- Virtual customer environment
A Virtual Customer Environment (VCE) is a web-based forum to facilitate customer co-innovation.
Customers can partner with companies in different phases of product innovation - in product ideation, in product design & development, in product testing, and in product diffusion. VCEs can be designed so as to facilitate these different customer co-innovation roles. Examples of customer co-innovation through VCEs include Microsoft and the MVP forum; Nokia and the Concept Lounge; Ducati and the Tech Cafe; etc.
The term 'Virtual Customer Environment' was introduced by Prof. Satish Nambisan of Rensselaer Polytechnic Institute in a research article published in the Academy of Management Review (Nambisan, 2002).
ee also
Innovation capitalist
References
Nambisan, S. (2002) "Designing virtual customer environments for new product development: Toward a theory," Academy of Management Review, 27(3), 392-413.
Sawhney, M., G. Verona, & E. Prandelli. (2005) “Collaborating to create: The Internet as a platform for customer engagement in product innovation,” Journal of Interactive Marketing, 19 (4), 4-17.
External links
Research Channel Video on VCE: [http://www.researchchannel.org/prog/displayevent.aspx?rID=4682&fID=569]
Wikimedia Foundation.
2010.
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