Screening Opportunities and Assessing Markets

Tim Mazzarol and Sophie Reboud
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Tim Mazzarol: University of Western Australia
Sophie Reboud: Burgundy School of Business

Chapter 10 in Entrepreneurship and Innovation, 2020, pp 311-353 from Springer

Abstract: Abstract This chapter examines the process of screening opportunities for new product development (NPD), and the importance of undertaking detailed market assessments of the customers’ needs and wants. It discusses the use of a range techniques and associated concepts including voice of customer, quality function deployment (QFD), Kano analysis, CAGE modelling, customer archetyping, product concept development, and product-technology road mapping. The chapter also provides an overview of how this screening and market assessment process can be undertaken with reference to many of the concepts covered in Chaps. 7 , 8 , and 9 .

Date: 2020
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Persistent link: https://EconPapers.repec.org/RePEc:spr:sptchp:978-981-13-9412-6_10

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DOI: 10.1007/978-981-13-9412-6_10

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