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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...
Moskowitz, Oksendal , Reisner and Krieger (2005a, February 27). Steps towards a consumer-driven concept innovation machine for 'ordinary' product categories in their later lifecycle stages. ANA - ESOMAR. Retrieved January 28, 2023, from