In the early time of 2012, and advocated by a seed grant from the PepsiCo, Nithya Raman, at that time a masters apprentice at Columbia Business School, associated with Rich Donovan, CBS ’02, a world-famous specialist in the convergence of people with disabilities (PWD) and corporate profitability.
Together, they surrounded a lead user study to gain PWD inspired insights into innovation in the retail space. In this case, students learn of past uses of the lead user method to attain breakthrough innovation as well as the step by step procedure by which Raman framed and carried out her study.
PUBLICATION DATE: March 29, 2013 PRODUCT #: CU85-PDF-ENG
This is just an excerpt. This case is about SALES & MARKETING
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