Systematic generation of successful market-driven and innovative products

摘要

Systematic generation of successful market-driven and innovative products. A procedure for market-oriented product development illustrated by the example of a manufacturer in the heat and energy technology sector. The majority of newly developedproducts fail to achieve success in the market [1] Over 20 years of empirical research reveal that the main cause of such failure is the inadequate interpretation and transformation of customer demands into products geared to market requirements. Thebasis for success must therefore be established by rigorously ensuring that all forces in an enterprise are firmly oriented towards market needs.