The Impact of the Voice-of-the-Consumer in the Start up Process for Knowledge Intensive Entrepreneurial Firms

Basil G. Englis, Paula D. Englis, Aard Groen, Peter van der Sijde

Research output: Chapter in Book/Report/Conference proceedingConference contributionAcademic

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Abstract

Many high tech knowledge intensive entrepreneurial firms tend to focus on their
technological capabilities and to develop products that are typically taken to the market using a “push” strategy. In doing so, the firm and its downstream value-chain members push their technology into the marketplace with scarcely a thought of the consumer until after the product is in the hands of the user (Workman, 1994). The need to bring the voice of the consumer (VOC) into the start up firm has seldom been discussed. A true VOC orientation involves integrating a consumer-orientation throughout the firm (regardless of the firm’sposition in the value chain). Innovation should be viewed as a continuous process that operated in response to emerging consumer needs so that the firm leads rather than follows the industry (e.g., Sheth, Sisodia and Sharma, 2000). High tech knowledge intensive entrepreneurial firms who listen to the VOC throughout the startup process should be more successful since they are more able to (1) understand how their technical capabilities translate into consumer benefits, (2) develop products that reflect this understanding and (3) better align their value chains to deliver these benefits.
Original languageEnglish
Title of host publicationProceedings of the 16th Annual High Technology Small Firms Conference 2008
Place of PublicationEnschede
PublisherUniversity of Twente
Number of pages2
ISBN (Print)9789036526685
Publication statusPublished - 2008
Event16th Annual High Technology Small Firms Conference, HTSF 2008 - Enschede, Netherlands
Duration: 21 May 200823 May 2008
Conference number: 16

Conference

Conference16th Annual High Technology Small Firms Conference, HTSF 2008
Abbreviated titleHTSF
Country/TerritoryNetherlands
CityEnschede
Period21/05/0823/05/08

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