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    Identifying hidden needs: Creating breakthrough products

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    Publication type
    Book - Author
    Author
    Goffin, Keith
    Lemke, Fred
    Koners, U.
    Publication Year
    2010
    
    Metadata
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    Abstract
    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.
    Keyword
    Customers' Needs
    Knowledge Domain/Industry
    Marketing & Sales
    DOI
    10.1057/9780230294486
    URI
    http://hdl.handle.net/20.500.12127/6268
    ae974a485f413a2113503eed53cd6c53
    10.1057/9780230294486
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