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Name: Identifying Hidden Needs : Creating Breakthrough Products.
Author: Goffin, Keith / Lemke, F. / Koners, U.
ISBN: 978-0-230-21976-2

Identifying Hidden Needs : Creating Breakthrough Products. 隠れたニーズを識別する－画期的製品を生み出す

・ISBN 978-0-230-21976-2 hard

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著者・編者	Goffin, Keith / Lemke, F. / Koners, U.,
出版社	(Palgrave Macmillan, UK)
出版年月	2010
ページ数	256 pp.
言語	ENG
ニュース番号	＜577-669＞

解説

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.