“…In some cases, that role of "advanced buyer" can be split into two separate entities, as occurs in the fuzzy-front-end of innovation or as part of an NPD project (T. Johnsen et al, 2011;Schiele, 2010). This need for specific organizations and activities to manage fuzzy-front-end vs. latter stages of development is well known in NPD literature (Brentani & Reid, 2012;Maniak & Midler, 2008). It is also identified in EPI literature (Ben Mahmoud-Jouini & Charue-Duboc, 2014; T. E. Johnsen & Mikkelsen, 2015;Luzzini & Ronchi, 2010;Rehm, Schupp, & Matthyssens, 2015), where a distinction might be found between explorative and exploitative innovation (Blome et al, 2013).…”