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| Author: | Havener, C. Thorpe, M. |
| Title: | Customers can tell you what they want (Neue Produkte; Produktentwicklung) |
| Journal: | Management Review
1994 : DEC, VOL. 83:12, p. 42-45 |
| Index terms: | |
| Freeterms: | MARKTFORSCHUNG |
| Language: | eng |
| Abstract: | The customer cannot tell you what he or she wants, especially before a product exists. Therefore, marketers are told, keep firing blindly into the markets. Someday your are bound to hit something. And then, as proof, someone always brings up the Post-it Notes story. Accurately identifying what the customer really wants, however, is a science in itself. It is a well developed methodology with characteristics that are rarely found in traditional companies. |
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