Identifying Hidden Needs

Keith Goffin · Fred Lemke · Ursula Koners

49 citations0/0 files storedPalgrave Macmillan UK eBooks

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Service and Product Innovation Business Strategies and Innovation Consumer Behavior and Market Dynamics

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

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