In the early time period of 2012, and supported by a seed grant from the PepsiCo, Nithya Raman, the then masters student in Marketing at the Columbia Business School (CBS), combined with Rich Donovan, CBS ’02, a world-famous specialist in the convergence of people with disabilities (PWD) and corporate profitability.
Together, they framed a lead user study to obtain PWD. In this case, students learn of preceding applications of the lead user method to accomplish breakthrough innovation and also the step by step procedure and carried out her study.
PUBLICATION DATE: March 29, 2013 PRODUCT #: CU85-HCB-ENG
This is just an excerpt. This case is about SALES & MARKETING
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