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Title
Customer centricity in new product development : radical customer orientation as the key to high-potential innovations / Ute Rademacher.
Uniform Title
Customer Centricity in der Neuproduktentwicklung. English
ISBN
9783662676974 (electronic bk.)
3662676974 (electronic bk.)
3662676966
9783662676967
Imprint
Berlin, Germany : Springer, 2023.
Language
English
Description
1 online resource (47 p.).
Other Standard Identifiers
10.1007/978-3-662-67697-4 doi
Call Number
HF5415.153
Dewey Decimal Classification
658.575
Summary
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.
Bibliography, etc. Note
Includes bibliographical references.
Access Note
Access limited to authorized users.
Source of Description
Description based on print version record.
Series
Essentials series.
Intro
What You Can Take Out from this essential
Contents
About the Author
1 Customer Centricity-More Than just Customer Orientation
2 Product Development in Agile Times
3 Understanding Customers-Consumer Psychology for Innovators
3.1 Wanting to Have-Motivational Psychology
3.2 Thinking, Evaluating, Deciding-Cognitive Psychology
4 Developing Products Step By Step
4.1 Customer Insights-The Pivot Point of Innovative Ideas
4.2 What Do We Offer? Customer Benefits Instead of New Features
4.3 Too Good to be True? Building Credibility and Trust
4.4 The Essence-Capturing the Core of the New Product
What You Can Learn From this essential
References
