Identifying Hidden Needs: Creating Breakthrough Products (Hardcover)

Identifying Hidden Needs: Creating Breakthrough Products By K. Goffin, F. Lemke, U. Koners Cover Image

Identifying Hidden Needs: Creating Breakthrough Products (Hardcover)

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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.
Author Keith Goffin: Keith was previously Director of Graduate Programs at Stuttgart Institute of Management and Technology and has lectured in Italy, Paris, Australia and Malaysia. With substantial industrial experience gained at Hewlett-Packard, he regularly acts as a consultant on innovation management to well-known organisations including Kellogg's, ICL, HSBC and Rank-Xerox. Author Fred Lemke: Fred is founder of Hidden Needs Business Consulting and acts as a management consultant for international companies such as Sony, BASF, and Bosch. His business experience was in the financial services sector, in marketing and business analysis. He has conducted research projects on the automotive industry in Germany, the pharmaceutical sector in the UK, design in Italy and projects for the European Commission (Brussels).
Product Details ISBN: 9780230219762
ISBN-10: 0230219764
Publisher: Palgrave MacMillan
Publication Date: October 6th, 2010
Pages: 261
Language: English