As demonstrated in this paper, virtual customer integration
may enable innovative companies to come up with
new products centred on customer’s real needs and wants
without being incremental. On the contrary, customers
facing leading edge problems may spark a companies
innovation process (Morrison et al., 2004). Summing up,
with this paper we intended to provide useful insights into
virtual customer integration. We hope that our work
stimulates managers to experiment with and researchers to
further investigate this interesting and emerging topic.