Customer Centricity in New Product Development

Radical Customer Orientation as the Key to High-potential Innovations
1. Auflage 2023
ISBN: 978-3-662-67696-7
Verlag: Springer

Buch, Englisch, Format (B × H): 148 mm x 210 mm

Reihe: essentials

The pressure on companies to innovate is increasing. Market conditions are becoming more volatile. The number of competitors is increasing. New business models are upsetting old structures. And customers are increasingly well informed and digitally connected. Only offers that provide comprehensible and credible solutions for a company's own pain points can prevail.

Zielgruppe

Professional/practitioner

Autoren/Hrsg.

Rademacher, Ute

Fachgebiete

• Mathematik | Informatik EDV | Informatik EDV & Informatik Allgemein
• Wirtschaftswissenschaften Betriebswirtschaft Management Projektmanagement
• Technische Wissenschaften Technik Allgemein Betriebswirtschaft für Ingenieure
• Wirtschaftswissenschaften Betriebswirtschaft Bereichsspezifisches Management Marketing
• Sozialwissenschaften Psychologie Psychologische Disziplinen Wirtschafts-, Arbeits- und Organisationspsychologie

Inhaltsverzeichnis

Customer Centricity - more than customer orientation.- Product development in agile times.- Understanding customers - consumer psychology for innovators.- Developing products step by step.

Über Autor(innen)

Ute Rademacher has more than 20 years of experience in qualitative psychological market research and innovation support. Through research, training and customer workshops in the field of consumer goods and b2b, the professor of consumer psychology has provided research and consulting support for the development of innovations in areas ranging from apps to dental hygiene.