Identifying Hidden Needs: Creating Breakthrough Products

Goffin, K.; Lemke, F.; Koners, U.

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.

Details

Published by: Palgrave Macmillan

Publication Date: 2010-10-06

Format: Hardcover

ISBN-13: 9780230219762

DOI: 10.1057/9780230294486

Dimensions: 235cm x155cm

Pages: 261