Market Testing Procedures for B2C and B2B in Perspective of Radical Innovation

Mehree Iqbal ()

International Journal of Customer Relationship Marketing and Management (IJCRMM), 2017, vol. 8, issue 1, 15-29

Abstract: The new market testing procedure has been divided into two types- one type focuses on the general consumers (B2C) and the other on the expert consumers (B2B) who have established strong relationship with the new radically innovated products. This feature will add value to the business to segment their market testing procedures on the basis of targeted consumers. Along with strong literature based on Open Innovation, Lead User method and Delphi Technique; three major case studies have been used to develop the dynamic and flexible market testing procedures. The new procedure sheds light on the complexity of understanding consumer needs and technological innovation. The businesses can use this procedure to effectively generate useful feedback before commercializing their radically innovated products from their target customers. The developed procedures will provide authentic and reliable data for further development of the businesses product or services.

Date: 2017
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International Journal of Customer Relationship Marketing and Management (IJCRMM) is currently edited by Riyad Eid

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