Marketing's Contribution to Innovation: The Concept of Market-In DesignBy Thomas P. Hustad, Professor, Indiana University School of Business
The design looks great or the list of features is impressive. But, for some reason, it just does not work. Too often the role of users is undervalued in innovation, or certain users are ignored while others are overemphasized. Hustad explores how a marketing perspective can help remedy these problems. He suggests how organizations can integrate this approach as a part of their development process and proposes specific techniques that help improve marketing results.
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This document was last updated January 7, 1997.
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