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| Author: | Burton, A. Patterson, S. |
| Title: | Integration of consumer and management in NPD |
| Journal: | Journal of the Market Research Society
1999 : JAN, VOL. 41:1, p. 61-74 |
| Index terms: | MARKET RESEARCH CONSUMERS MANAGEMENT |
| Language: | eng |
| Abstract: | This paper argues for closer integration of qualitative consumer understanding into the management applications and philosophy of NPD with the aim of improving throughput and quality. It identifies five innovation sources and suggests systematic and creative methods for both generating and applying consumer understanding of them. Consumers now expect continual change and improvement in their lives and in the products and services they use. |
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