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The purpose of the paper is to increase understanding of reference usage by constructing a customer reference portfolio for launching industrial innovations. The research questions are: What is an optimal customer reference portfolio for launching industrial innovations like? How an optimal reference portfolio can be created? The results will provide new knowledge of the use of references when launching innovations and of how to increase efficiency in sales and marketing as well as in establishing customer relationships. As an outcome of the paper a customer reference portfolio model for launching industrial innovations will be proposed.
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