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Design Management Journal, Vol. 2, No. 3, Summer 1991


Marketing's Contribution to Innovation: The Concept of Market-In Design

By 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.

Keywords: User Interface Design, Innovation, Interdisciplinary Prod. Develop., Marketing

ORDER This article is available as a photocopied reprint for $3.50. The order number is: 9123HUS54. Just use your mouse to copy this number, hit the order button and paste it into the form.

This document was last updated January 7, 1997.

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