1. The Voice of the Customer
2. Kano, N., Seraku, F., Takahashi, F. and Tsuji, S. (1985), “Attractive quality and must be quality”, Quality, Vol. 14 No. 2, pp. 39‐45.
3. Porter, M. (1996), “What is strategy?”, Harvard Business Review, Vol. 74 No. 6, pp. 61‐78.
4. Ulwick, A.W. (2002b), “Turn customer input into innovation”, Harvard Business Review, Vol. 80 No. 1, pp. 91‐7.