“Where Does Innovation Start: With Customers, Users, or Inventors?” © 2015 Stav Rosenzweig, Gerard J. Tellis, and David Mazursky; Report Summary © 2015 Marketing Science Institute MSI working papers are distributed for the benefit of MSI corporate and academic members and the general public. Reports are not to be reproduced or published in any form or by any means, electronic or mechanical, without written permission . Marketing Science Institute Working Paper Series 2015 Report No. 15-108 Where Does Innovation Start: With Customers, Users, or Inventors? Stav Rosenzweig, Gerard J. Tellis, and David Mazursky