Identifying Hidden Needs

Creating Breakthrough Products

Authors: Goffin, K., Lemke, F., Koners, U.

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  • ISBN 978-0-230-29448-6
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  • ISBN 978-1-349-30531-5
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About this book

Too many new products fail. New products which are hard to differentiate from existing products won't capture the customer's imagination. The failure is due to a poor understanding of customers' needs. Companies need to take a radical approach to identifying customers' real needs, and this book demonstrates innovative ways to achieve this.

About the authors

Author Keith Goffin: Keith was previously Director of Graduate Programs at Stuttgart Institute of Management and Technology and has lectured in Italy, Paris, Australia and Malaysia. With substantial industrial experience gained at Hewlett-Packard, he regularly acts as a consultant on innovation management to well-known organisations including Kellogg's, ICL, HSBC and Rank-Xerox. Author Fred Lemke: Fred is founder of Hidden Needs Business Consulting and acts as a management consultant for international companies such as Sony, BASF, and Bosch. His business experience was in the financial services sector, in marketing and business analysis. He has conducted research projects on the automotive industry in Germany, the pharmaceutical sector in the UK, design in Italy and projects for the European Commission (Brussels).

Reviews

'Welding Alloys Group is an international manufacturing company operating in 27 countries and our workforce is now applying hidden needs analysis in our markets. I am positive that the tools and techniques covered in this book will help our company to be truly innovative organization that is well ahead of our competitors.' - Dr Serdar Atamert, MBA, Managing Director Welding Alloys

'Identification and understanding of customers' unarticulated, unmet needs are key elements for delivery of superior growth and sustainable competitive advantage. This book explores a range of techniques, providing a valuable toolkit to develop a more customer-focused approach and address the challenges of an increasingly competitive market.' - Dr Neil Stainton, New Technologies Manager, Reckitt Benckiser


Table of contents (10 chapters)

Table of contents (10 chapters)

Buy this book

eBook $39.99
price for USA (gross)
  • ISBN 978-0-230-29448-6
  • Digitally watermarked, DRM-free
  • Included format: PDF, EPUB
  • ebooks can be used on all reading devices
  • Immediate eBook download after purchase
Hardcover $74.99
price for USA
  • ISBN 978-0-230-21976-2
  • Free shipping for individuals worldwide
  • Usually dispatched within 3 to 5 business days.
Softcover $54.99
price for USA
  • ISBN 978-1-349-30531-5
  • Free shipping for individuals worldwide
  • Usually dispatched within 3 to 5 business days.

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Bibliographic Information

Bibliographic Information
Book Title
Identifying Hidden Needs
Book Subtitle
Creating Breakthrough Products
Authors
Copyright
2010
Publisher
Palgrave Macmillan UK
Copyright Holder
Palgrave Macmillan, a division of Macmillan Publishers Limited
eBook ISBN
978-0-230-29448-6
DOI
10.1057/9780230294486
Hardcover ISBN
978-0-230-21976-2
Softcover ISBN
978-1-349-30531-5
Edition Number
1
Number of Pages
XXIV, 261
Topics