A discussion of the link between one organization's style and structure and its connection with its market

A growing body of literature has identified some important characteristics of organizations that produce product innovations. This work demonstrates the importance of staying close to the customer and using market input for new product development. In this study, Kathleen Bentley helps us understand the relevance of this research for one small high-technology firm. She uses qualitative data to develop a detailed picture of what close customer contact means for this firm, and how the firm's ability to relate to its customers is tied to the nature of its organization. The article concludes that the organization's structure and style are tightly linked to its ability to connect with its market and maintain its competitive edge.