Book review: Michael Fisher, Martin Abbott and Kalle Lyytinen – The power of customer misbehaviour: drive growth and innovation by learning from your customers

Research output: Contribution to journalBook/Film/Article review


This book claims to be about customer-driven innovation and focuses on how companies should not only learn to identify when their products are being misused, but also how they should use this knowledge to innovate. So what is ‘customer misuse’? It is when customers modify features or expand the usage of products and services in ways that were never originally intended by the supplier. For example, people using the camera feature on their phone as a mirror to check their hair or makeup rather than for taking photographs. The main premise is that companies that react appropriately to customer misuse will be able to enter new markets, create more loyal customers, and encourage customers to tell others about the company’s products, resulting in faster growth.
Original languageEnglish
Pages (from-to)557-558
Number of pages3
JournalInternational Journal of Market Research
Issue number4
Publication statusPublished - 2014


  • customer service
  • customer misbehaviour
  • customer-driven innovation

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