Issue 2, 2016

New Product Development – Organizing to identify customer needs

Chandler Hatton, Michael Kolk, Martijn Eikelenboom, Mitch Beaumont

Obtaining a deep understanding of B2B customer needs is central to any new product development process. In a complex customer relationship, finding the best way to organize and manage customer interaction is anything but simple, especially when the product is technically complex. Rather than adopting a "one-size-fits-all" approach, companies need to choose the best organizational method for their particular needs. This article outlines four approaches - and the circumstances in which each should be applied.

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About Prism

Twice a year, Arthur D. Little covers the latest cutting-edge thinking on strategy, technology and innovation in its corporate magazine Prism. For over 20 years Prism has continually set the standards in innovative thinking and groundbreaking concepts in the world of business and management.

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