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Springer Nature
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9783642786884
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ber Erfolg oder Mierfolg neuer Produkte entscheidet der Markt! Die Innovationsforscher Cooper und Kleinschmidt haben in umfangreichen Studien die Merkmale erfolgreicher bzw. gescheiterter Produkte zusammengetragen. Diese Erfolgsfaktoren fr Produktinnovationen werden vorgestellt. Horst Geschka vertritt die These, da neue Produkte aus einer profunden Kenntnis der Kundenprobleme heraus konzipiert werden sollten. Dafr stehen eine Reihe von Methoden zur Verfgung, die von erfolgreichen Unternehmen praktiziert werden. Schlielich wird der Lead-user-Ansatz vorgestellt, der davon ausgeht, da nur einzelne zukunftsorientierte Unternehmen die entscheidenden Hinweise fr die Entwicklung neuer Produkte geben. Diese Lead-user mssen erkannt und zur Zusammenarbeit in der Phase der Konzeptionserarbeitung gewonnen werden.

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