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| Author: | Kärkkäinen, H. Elfvengren, K. Tuominen, M. Piippo, P. |
| Title: | A tool for systematic assessment of customer needs in industrial markets |
| Journal: | International Journal of Technology Management
2003 : VOL. 25:6-7, p. 588-604 |
| Index terms: | Marketing Stakeholders Systems development Product development Consumer behaviour Customers Models |
| Language: | eng |
| Abstract: | Industrial companies have to be able to understand the real needs of their various customers thoroughly, to react quickly to customers' changing needs, and to assess emerging customer needs proactively to succeed in the toughening business environment. In this paper, a systematic tool based on the utilization of diagonal matrices, originating from systems analysis, is developed to extend the analysis of customer needs to customers' customers and further up towards the end user, and to support the proactive assessment of customer needs in long and complex industrial customer and business chains. The paper describes the developed tool and studies its usefulness in the need assessment of industrial products based on realized real-world applications in different industries. Several benefits related to the extension of customer needs analysis were experienced in the different phases of utilizing the tool, and new customer needs and business opportunities were recognized. |
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