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Successful product innovation has increasingly been recognized as an outcome of integrating customers into the new product development (NPD) process. In this paper, we explore customer integration by investigating the continual consideration of customer contributions throughout the product innovation process. Through a comparison of the customer integration practices by development contractors with those of in-house developers, we find that the iterative and adaptive innovation processdoi:10.1111/j.1467-8691.2010.00555.x fatcat:a6v2r625eja7ld77r2ukbymazm