OVERCOMING THE KEEP THE MARKET OUT PREMISE (KMOP) IN PRODUCT DEVELOPMENT

@inproceedings{Lang2011OVERCOMINGTK,
  title={OVERCOMING THE KEEP THE MARKET OUT PREMISE (KMOP) IN PRODUCT DEVELOPMENT},
  author={Alexander Lang and Rafael Johannes Kirschner and Andreas Kain and Udo Lindemann},
  year={2011}
}
Even though market research methods including Open Innovation tools and techniques have improved, most companies have not managed to decrease their flop rate of newly developed products in recent years. As customers we all recognize B2C products, which might mainly have that problem, but flop rates which do not decrease also count for companies, which are active on B2B and B2C markets. For the market information collected, here referred to as market intelligence, it seems to be difficult to… CONTINUE READING

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