Among the terms used in this book are “market orientation”and “product innovation” of particular importance, as reflected in its title. They are popular in-words, and for some people they are even value-words, implying something positive. Like most popular terms they are used and misused and have different meanings for different people. The same is the case with “needs”, another term widely used. Characteristically for them is the lack of generally accepted definitions — “so easy to talk about, so hard to define”.
KeywordsProduct Innovation Market Orientation Steam Drive Technological Opportunity Basic Innovation
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