GORRY, A. AND WESTBROOK R. (2011). CAN YOU HEAR ME NOW? LEARNING FROM CUSTOMER STORIES. BUSINESS HORIZONS (2011) 54(6), 575-584

Read the material scheduled for discussion and are required to write a document on their own reflection on the topic. The topics are core competences, related technologies, scanning the environment, and innovation management. Maximum 500 words.

• Gorry, A. and Westbrook R. (2011). Can you hear me now? Learning from customer stories. Business Horizons (2011) 54(6), 575-584

• Cayla, J., Beers, R., Amould, E. (2014). Stories that deliver business insights. MIT Sloan Management Review, 55(2). Pp 11 coursepack

• Inspiring innovation, Harvard Business Review

• Thomke and Nimgade (1998). “Linking new technology and novel customer needs” • Thomke and von Hippel (2002). “Customers as innovators: a new way to create value” HBR

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