Product Concept

Kurt Gaubinger, Michael Rabl, Scott Swan and Thomas Werani
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Kurt Gaubinger: Upper Austria University of Applied Sciences
Michael Rabl: Upper Austria University of Applied Sciences
Scott Swan: The College of William & Mary
Thomas Werani: Johannes Kepler University Linz

Chapter 7 in Innovation and Product Management, 2015, pp 135-173 from Springer

Abstract: Abstract This chapter explains how the conception of a product or service links product idea generation with product development. In this context the product concept process is presented and its phases are explained. Here tools and methods for analyzing markets and competitors as well as for defining, testing and approving product and service concepts are described. Three modern methods for reducing market uncertainty, which are target costing, conjoint analysis and House of Quality, are discussed in detail.

Keywords: Customer Requirement; Conjoint Analysis; Quality Function Deployment; Total Quality Management; Product Concept (search for similar items in EconPapers)
Date: 2015
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Persistent link: https://EconPapers.repec.org/RePEc:spr:sptchp:978-3-642-54376-0_7

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DOI: 10.1007/978-3-642-54376-0_7

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