01794nas a2200277   4500008004100000022001400041245007900055210006900134260004200203300001000245490000600255520099400261653000801255653002001263653001601283653001201299653001801311100002301329700002601352700002101378700002001399700002301419700001801442700001901460856003701479       2017                        eng d  a1927-032100aOvercoming Barriers to Experimentation in Business-to-Business Living Labs0 aOvercoming Barriers to Experimentation in BusinesstoBusiness Liv  aOttawabTalent First Networkc02/2017  a20-260 v73 aBusiness-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.10aB2B10aexperimentation10aliving labs10atesting10auser research1 aD’Hauwers, Ruben1 aHerregodts, Aron-Levi1 aGeorges, Annabel1 aCoorevits, Lynn1 aSchuurman, Dimitri1 aRits, Olivier1 aBallon, Pieter  uhttp://timreview.ca/article/1054