search query: @indexterm Industrial marketing / total: 439
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| Author: | Haar, J.W van der Kemp, R.G.M. Omta, O.(S.W.F.) |
| Title: | Creating value that cannot be copied |
| Journal: | Industrial Marketing Management
2001 : NOV, VOL. 30:8, p. 627-636 |
| Index terms: | CUSTOMERS INDUSTRIAL MARKETING NEW PRODUCTS VALUE ANALYSIS |
| Language: | eng |
| Abstract: | One of the greatest challenges for the industrial marketing manager is to incorporate the "voice of the customer" into the design of new products and services. In this paper, the authors suggest a three-step approach to fine-tune the product and service offerings of the company. They illustrate how to use a conjoint analysis to bridge the information gap between the company and its customers - by confronting the value of the company inteds to offer with the value desired by its customers. |
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