Identifying hidden needs: creating breakthrough products
Auteur :
Goffin, K. / Lemke, F. / Koners, U.
Éditeur :
Palgrave Macmillan
ISBN :
9781349305315
Date de publication :
6 oct. 2010
Dimensions :
23,5 x 15,5 cm
Langue :
Anglais
Pays d'origine :
Grande Bretagne
Too many new products fail. New products which are hard to differentiate from existing products won't capture the customer's imagination. The failure is due to a poor understanding of customers' needs. Companies need to take a radical approach to identifying customers' real needs, and this book demonstrates innovative ways to achieve this.