01948nas a2200217   4500008004100000022001400041245010600055210006900161260004200230300001000272490000700282520126600289653000801555653002501563653002201588653001701610653002901627653002201656100002201678856003001700       2020                        eng d  a1927-032100aCompany Offers to Meet the Needs of Business-to-Business Customers: Customer Strategy and Orientation0 aCompany Offers to Meet the Needs of BusinesstoBusiness Customers  aOttawabTalent First Networkc03/2020  a79-870 v103 a<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's offering, while customer orientation allocates R&D activities to meet customers' needs. This paper contributes to customer-driven R&D research by investigating whether a company'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' 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.10aB2B10acustomer orientation10acustomer strategy10aMarket offer10aresearch and development10avalue proposition1 aMäntyneva, Mikko  utimreview.ca/article/133901794nas 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