Designing winning products [Elektronisk resurs] / Timo Liukko, Ari Lehtonen; Edited by Arch G. Woodside.
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Liukko, Timo. (författare)
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Lehtonen, Ari. (författare)
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Woodside, Arch G. (redaktör/utgivare)
- ISBN 9781849500609
- Publicerad: Bingley : Emerald Group Publishing Limited, 2009
- Engelska 320 p.
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Serie: Advances in business marketing and purchasing, 1069-0964 ; v. 10
Innehållsförteckning
Sammanfattning
Ämnesord
Stäng
- Preface. Designing winning products based on how customers think and buy. Modeling customer preferences for alternative product designs. Uses and usefulness of testing customer acceptance of product designs. How business-to-business buyers frame problems and the influence of Value-Added Customers Services (VACS) on supplier choice. Testing acceptance of new product designs among customers at different operating levels in client firms. Designing new products for person-situation customer segments. Testing industrial customer acceptance of new control-display panel designs in Asian, Australian and European markets. Testing a theory of manufacturers' acceptance of competing subcontractor price-quality-service designs. Testing customer acceptance and the subsequent design of new, flexible manufacturing systems (robots). Automatic cognitive processing and choice of suppliers by business-to-business customers. When superior new products are rejected. Concluding observations on designing winning products by using strategies for testing customer acceptance.
- Suitable for marketing executives, new product/service managers, and marketing research professionals, this work focuses on design and market testing issues/solutions for new business-to-business products and services. It describes how superior new products sometimes fail to attract known customers. -- Written for marketing executives, new product/service managers, and marketing research professionals, "Designing Winning Products" (DWP) focuses on design and market testing issues/solutions for new business-to-business products and services. The first three chapters synthesize the product innovation literature; the objective of these chapters is to increase marketing and product managers' technical skills for testing customer acceptance of alternative new product/service designs. Detailed examples of applying these skills are described in seven later chapters - these chapters describe how to apply conjoint analysis and choice experiments with B-to-B customers in specific European and North American markets. A chapter is devoted to describing how superior new products sometimes fail to attract known customers - the nitty-gritty nuances behind the innovator's dilemma. More than 50 diagrams, tables and figures support the text; the chapter discussions and end-of-chapter references include more than 300 complete citations to additional sources.
Ämnesord
- Business and Management. (eflch)
Klassifikation
- BUS (ämneskategori)
- 658.575 (DDC)
- Qbifd (kssb/8 (machine generated))
Inställningar
Hjälp
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