@article{1482824,
      recid = {1482824},
      author = {Rademacher, Ute.},
      title = {Customer centricity in new product development : radical  customer orientation as the key to high-potential  innovations /},
      publisher = {Springer,},
      address = {Berlin, Germany :},
      pages = {1 online resource (47 p.).},
      year = {2023},
      abstract = {The pressure on companies to innovate is increasing.  Market conditions are becoming more volatile. The number of  competitors is increasing. New business models are  disrupting structures. And customers are increasingly well  informed and digitally connected. Only offers that provide  understandable and credible solutions for your own pain  points can prevail. In this book, you will learn to use  essential knowledge from consumer and brand psychology to  move step by step from customer-relevant problems to  promising solutions. For analog and digital products, b2b  customers and consumers. With proven tips, inspiring  techniques, formulation examples and canvasses for your  innovation workshop. The content Customer Centricity - more  than customer orientation Product development in agile  times Understanding customers - consumer psychology for  innovators Developing products step by step The target  groups Problem owners and product managers Market  researchers The author 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 zink supplements.  The translation was done with the help of artificial  intelligence. A subsequent human revision was done  primarily in terms of content.},
      url = {http://library.usi.edu/record/1482824},
      doi = {https://doi.org/10.1007/978-3-662-67697-4},
}