@article {1339,
	title = {Company Offers to Meet the Needs of Business-to-Business Customers: Customer Strategy and Orientation},
	journal = {Technology Innovation Management Review},
	volume = {10},
	year = {2020},
	month = {03/2020},
	pages = {79-87},
	publisher = {Talent First Network},
	chapter = {79},
	address = {Ottawa},
	abstract = {<Companies develop and refine their market offer by creating new products for current and potential customers. Customer-focused research and development (R\&D) is expected to shorten the time to market, improve cash flow, and reduce risks. It considers both customer strategy as well as customer orientation. In practice, this means that customer strategy directs current and potential customers to a company{\textquoteright}s offering, while customer orientation allocates R\&D activities to meet customers{\textquoteright} needs. This paper contributes to customer-driven R\&D research by investigating whether a company{\textquoteright}s offer meets customer needs that can be supported by customer strategy and orientation. Specific focus is given to companies operating in business-to-business (B2B) markets. The paper is based on an analysis of quantitative survey data from 292 respondents representing key account management and sales management professionals in Finnish firms across several industries. The findings indicate that offer meeting customers{\textquoteright} needs are supported by customer strategy and orientation. The paper provides guidelines on how companies can align their research and development activities to address both existing customers as well as current and potential needs and requirements.},
	keywords = {B2B, customer orientation, customer strategy, Market offer, research and development, value proposition},
	issn = {1927-0321},
	doi = {http://doi.org/10.22215/timreview/1339},
	url = {timreview.ca/article/1339},
	author = {Mikko M{\"a}ntyneva}
}
@article {1054,
	title = {Overcoming Barriers to Experimentation in Business-to-Business Living Labs},
	journal = {Technology Innovation Management Review},
	volume = {7},
	year = {2017},
	month = {02/2017},
	pages = {20-26},
	publisher = {Talent First Network},
	address = {Ottawa},
	abstract = {Business-to-business (B2B) living lab projects have been mentioned in different areas of academic research, but the innovation management literature requires deeper analysis of their potential opportunities and challenges. Real-life experimentation is a key requirement for living labs as it enables deeper insights in the potential success of innovations. However, the literature has not provided insights on how living lab projects can implement real-life experimentation in B2B innovation projects and does not describe appropriate conditions for experimentation in these settings. In this study, we identified three main barriers preventing real-life experimentation in B2B living lab projects: the technological complexity, the need for integration, and the difficulty in identifying testers. The barriers are discussed in detailed and potential solutions are provided to help overcome these barriers and stimulate the adoption of real-life experimentation in B2B innovation projects.},
	keywords = {B2B, experimentation, living labs, testing, user research},
	issn = {1927-0321},
	doi = {http://doi.org/10.22215/timreview/1054},
	url = {http://timreview.ca/article/1054},
	author = {Ruben D{\textquoteright}Hauwers and Aron-Levi Herregodts and Annabel Georges and Lynn Coorevits and Dimitri Schuurman and Olivier Rits and Pieter Ballon}
}
