Abstract:

In this paper a model to measure the impact of value creating elements in the product development process is introduced. In the early phases of the product development process the researcher is able to identify which element of the product will add value to the customer. In the later phases of the product development process the researcher is able to identify which customer value is created what it is based upon and what the impact of the elements adding value to the customer is for the company. Underlying the model are a number of advanced research techniques to measure sensitivities to concepts features price and brand and to identify the meaning of these value-creating elements to the customer. The model provides the information based on which choices of individuals can be simulated. The simulation tool enables the researcher to manoeuvre the new products to pole position and create the best starting position for product launch.