2015•Wiley Encyclopedia of ManagementRequires access
Understanding Customer Needs
Abbie Griffin
Open publisher page 10 citations
Abstract
Abstract Successful new products that contribute to firm success are those that solve important problems for some set of customers, at a price that delivers value to the customers and profit to the firm. Thus, primary to achieving new product success is the ability to understand customer problems. This chapter defines what customer needs are (and are not), and presents three techniques for understanding them.