“…The pressure generated by demand conditions, which drives firms to innovate, is a fact widely reported in the innovation literature (BOON; EDLER, 2018), since its proposition by Schmookler (1966), and corroborated mainly for hightech products and manufacturing industries (JUSTMAN, 1994;PORTER, 1998b;BÖNTE, 2004;FABRIZIO;THOMAS, 2012;LÜTHJE;HERSTATT;VON HIPPEL, 2005;EVANSCHITZKY et al 2012;KUTSCHKE;RESE;BAIER, 2016;MOEN;TVEDTEN;WOLD , 2018;MYERS;PAULY, 2019). In other words, in markets with more demanding consumers, intense feedback on solutions developed by ecosystem companies generates more pressure on companies, which can help explain even the differences in innovation rates between countries.…”