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Research papers

Steps towards a consumer-driven concept innovation machine for 'ordinary' product categories in their later lifecycle stages

This paper presents a research-driven approach to innovating product features in categories considered to be mature and low involvement.The approach begins with the identification of product features realizable by developers, works with consumers...

Catalogue: ESOMAR Conference 2005: Innovate!
Authors: Howard R. Moskowitz, Kjell Oksendal, Michele Reisner, Bert Krieger
Company: Moskowitz Jacobs Inc.
February 27, 2005