Creating Value that Cannot Be Copied

  title={Creating Value that Cannot Be Copied},
  author={J. van der Haar and R. Kemp and S. W. F. Omta},
Abstract One of the greatest challenges for the industrial marketing manager is to incorporate the “voice of the customer” into the design of new products and services. In this paper, we suggest a three-step approach to fine-tune the product and service offerings of the company. We illustrate how to use a conjoint analysis to bridge the information gap between the company and its customers—by confronting the value the company intends to offer with the value desired by its customers. The… CONTINUE READING


Publications citing this paper.