search query: @author Urban, G. L. / total: 11
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| Author: | Urban, G. L. Hippel, E. von |
| Title: | Lead user analyses for the development of new industrial products. |
| Journal: | Management Science
1988 : MAY, VOL. 34:5, p. 569-582 |
| Index terms: | PRODUCT DEVELOPMENT |
| Language: | eng |
| Abstract: | One important function of marketing research is to accurately understand user needs for potential new products. Empirical research has shown that, in many fields, users have a great deal more to contribute to the inquiring marketing researcher than data regarding their unfilled needs. Often, they can contribute insights regarding solutions responsive to their needs as well. In some fields, users have been shown to be actual developers of most of the successful new products eventually commercialized by manufacturers. |
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