Getting It Right the First Time : How Innovative Companies Anticipate Demand
John KatsarosISBN: 0275984796;
Book DescriptionThere is no doubt that the pace of business has accelerated--products go from concept to release faster than ever, business partnerships and alliances are established (and dissolved) more quickly, competitors react more swiftly to any tilt in the playing field. In Getting It Right the First Time, John Katsaros and Peter Christy argue that the most successful businesses will be those that learn to anticipate demand--especially during the crucial 18-to-36-month innovation window. Showcasingdozens of colorful examples of lucrative successes and missed opportunities (from high-tech to financial services to medical devices), the authors present a detailed plan for how you and your company can learn to: identify your top customers, successfully position your company and its products to those customers, and catch emerging trends before your competitors do. Eschewing traditional market research techniques--such as focus groups, polls, and surveys--Katsaros and Christy...
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