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Identifying Hidden Needs Creating Breakthrough Products /

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...

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Main Authors: Goffin, K. (Author, http://id.loc.gov/vocabulary/relators/aut), Lemke, F. (http://id.loc.gov/vocabulary/relators/aut), Koners, U. (http://id.loc.gov/vocabulary/relators/aut)
Corporate Author: SpringerLink (Online service)
Language:English
Published: London : Palgrave Macmillan UK : Imprint: Palgrave Macmillan, 2010.
Edition:1st ed. 2010.
Subjects:
Leadership.
Business mathematics.
Marketing.
Industries.
Operations research.
Decision making.
Management.
Industrial management.
Business Strategy/Leadership.
Business Mathematics.
Operations Research/Decision Theory.
Innovation/Technology Management.
Online Access:https://doi.org/10.1057/9780230294486
Summary: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.
Physical Description:XXIV, 261 p. online resource.
ISBN:9780230294486

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