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Prism articles

New Product Development – Organizing to identify customer needs

Chandler Hatton, Michael Kolk, Martijn Eikelenboom, Mitch Beaumont

Edition: 2 / 2016

New Product Development – Organizing to identify customer needs

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. Rather than adopting a “one-size-fits-all” approach, companies need to choose the best organizational method for their needs. This article outlines four approaches.

Download File Customer_needs.pdf (.PDF, 647 Kb)

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