(27.10.2016) Lombriser, Roman; Schillo, Katrin; Ziltener, Andreas; Lombriser, Roman [in: ISBE Conference 2016 (Institute for Small Business and Entrepreneurship)]
The research project shows three main contributions:
• first, it offers insights into the identification of core competencies as a starting point in the search for diversification fields (via the "job-to-be-done" perspective);
• second, it clarifies the early stage of the diversification process by integrating the lead user method into the "fuzzy front end of innovation" (Gassmann/Schweitzer, 2014; Cooper, 2001); and
• third, it delivers an empirically and practically approved process (with tools and instruments) that can be used by more or less experienced SMEs and consulting firms.
