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.
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Mazzarol, T., Reboud, S. (2020). Work Book: Screening Opportunities and Assessing Markets. In: Workbook for Entrepreneurship and Innovation. Springer Texts in Business and Economics. Springer, Singapore. https://doi.org/10.1007/978-981-13-9416-4_10
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DOI: https://doi.org/10.1007/978-981-13-9416-4_10
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