Identifying Hidden Needs
Creating Breakthrough Products| By: | K. Goffin; F. Lemke; U. Koners |
| Publisher: | Springer Nature |
| Print ISBN: | 9780230219762 |
| eText ISBN: | 9780230294486 |
| Edition: | 0 |
| Copyright: | 2010 |
| Format: | Page Fidelity |
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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.