Publisher DOI: 10.1142/S0219877018500086
Title: Customer Need Identification Methods in New Product Development: What Works "best"?
Language: English
Authors: Geyer, Felix 
Lehnen, Jens 
Herstatt, Cornelius 
Issue Date: 1-Feb-2018
Source: International Journal of Innovation and Technology Management 1 (15): 1850008 (2018-02-01)
Journal or Series Name: International journal of innovation and technology management 
Abstract (english): Although new product development is associated with high failure rates, it is still the most natural measure for firms to grow and by that expand their market position. Therefore, firms need to optimally align product functions to the needs of their target customer. By conducting an online survey with 179 participants, this paper identifies the most commonly applied need identification techniques. We can show that analyzing internal data and external reports today is the most commonly used method, at least in the German-speaking world. Still, interacting with customers via different approaches is perceived as the most beneficial approach, at the same time being very resource-demanding. In contrast to most scientific studies analyzing this topic, we furthermore identify reasons for refusing certain methods, e.g. because of lack of knowledge and resources or severe resistance within the organizations. Additionally, we derive academic and practical information from the input of the survey data for an improved application in the future.
ISSN: 0219-8770
Institute: Technologie- und Innovationsmanagement W-7 
Type: (wissenschaftlicher) Artikel
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