個案資料
了解個案內容與學習目標，選擇授課教師及使用課程。
Connecting Ethnography to the Business of Innovation
內容大綱
This article presents methods to help companies build processes that emphasize consumer ethnography, customer ethnography, and commercialization planning as components for innovation within mature, well-established consumer or industrial markets. It is written for multifunctional innovation teams and senior management toward increasing the success rates of new product innovations.