Germany and Japan have particularly been affected by a rapid demographic change. The accelerated development of an aging and shrinking population has caused many changes, for instance, in customer needs and demands. These affect the value creation in both B2C and B2B markets, consequently...

In order to reduce the risks of failure usually associated with NPD, leading companies such as 3M, HILTI, or Johnson&Johnson are increasingly working with so-called Lead Users. Their identification and involvement is supported by the Lead User method - a multi stage approach aiming to generate...

"Kundenorientierung ist entscheidend für den Innovationserfolg!"; Obwohl dem Wissenschaftler und Praktiker in der Marktforschung grundsätzlich zustimmen dürften, ist mit der konsequenten Ausrichtung auf die Kundenbedürfnisse gleichzeitig der Nachteil einer konservativen Innovationspolitik...