Project Title

Customer Involvement in the Entrepreneurship Process of New Ventures

Project Lead

ff-32484afcecb804448dc7373ae2695ea4-ff-IZU-photo
Dr Izuchukwu Nnabuife
izuunnabuife@gmail.com

Project Objectives

Journal Article

Project Phase

Ongoing

Expected Completion

2026

Project Summary

Customer involvement is increasingly recognized as a critical factor in shaping the trajectory of new venture creation and growth. This article examines the role of customers as co-creators in the entrepreneurial process, exploring how their feedback, preferences, and early engagement influence product development, business model refinement, and market validation. Drawing on case studies and empirical data from early-stage startups across diverse sectors, the study analyzes the forms and intensity of customer participation during opportunity recognition, solution design, and iterative testing phases. The findings highlight that ventures that actively integrate customer insights from inception demonstrate higher levels of market fit, innovation relevance, and customer loyalty. Moreover, the research identifies key enablers and challenges of customer involvement, including digital engagement tools, resource constraints, and the balance between vision-driven and market-driven strategies. The article contributes to entrepreneurial theory by framing customers not just as end-users, but as dynamic stakeholders who shape value creation, and offers practical implications for founders seeking to build responsive, customer-centric ventures.

Project Collaborators

Doyin Profile Photo
Dr Doyin Olorunfemi
mmwdoyin@gmail.com