Creating and delivering superior customer value is essential for organizations operating in today's competitive environment. This applies to virtually any kind of organization. It requires a profound understanding of the value creation opportunities in the marketplace, choosing what unique value...

This research investigates (1) the share of new product development (NPD) research services in market research (MR) companies’ turnover, (2) MR companies’ awareness and use of NPD tools and the modifications made to these NPD tools, and (3) MR company managers’ perceptions of the influence...