%0 Journal Article %J Technology Innovation Management Review %D 2020 %T Company Offers to Meet the Needs of Business-to-Business Customers: Customer Strategy and Orientation %A Mikko Mäntyneva %K B2B %K customer orientation %K customer strategy %K Market offer %K research and development %K value proposition %X Bridging the Gap between Open and User Innovation? Exploring the Value of Living Labs as a Means to Structure User Contribution and Manage Distributed Innovation. %$ SMIT Olivier Rits holds a master’s degree in Applied Physics (Engineering) from the Ghent University in Belgium. Previously, Olivier worked as a business developer for Alcatel-Lucent, where he was involved with many different technologies. Within SMIT, Olivier is leading the business modelling practice in the context of SME living lab innovation projects. With a team of researchers, he is organizing business model workshops and stakeholder interviews to apply business model methodologies to link the user feedback and insights to the business model aspects of the SME’s strategy. Olivier is also involved in business modelling efforts in research projects dealing with ICT in general, with a specific interest in M2M and IoT and mobile telecommunications. %] imec.livinglabs Pieter Ballon is the Academic Lead of imec.livinglabs, the International Secretary of the European Network of Living Labs, and Director of the research group imec-SMIT at Vrije Universiteit Brussel in Belgium. He specializes in business modelling, open innovation, and the mobile telecommunications industry. Formerly, he was Senior Consultant and Team Leader at TNO. From 2006–2007, he was the coordinator of the cross issue on business models of the Wireless World Initiative (WWI), which united five integrated projects in the European Union’s 6th Framework Programme. Pieter holds a PhD in Communication Sciences from Vrije Universiteit Brussel and an MA in Modern History from Katholieke Universiteit Leuven. %R http://doi.org/10.22215/timreview/1054