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Product Concept

In: Innovation and Product Management

Author

Listed:
  • Kurt Gaubinger

    (Upper Austria University of Applied Sciences)

  • Michael Rabl

    (Upper Austria University of Applied Sciences)

  • Scott Swan

    (The College of William & Mary)

  • Thomas Werani

    (Johannes Kepler University Linz)

Abstract

This chapter explains how the conception of a product or service links product idea generation with product development. In this context the product concept process is presented and its phases are explained. Here tools and methods for analyzing markets and competitors as well as for defining, testing and approving product and service concepts are described. Three modern methods for reducing market uncertainty, which are target costing, conjoint analysis and House of Quality, are discussed in detail.

Suggested Citation

  • Kurt Gaubinger & Michael Rabl & Scott Swan & Thomas Werani, 2015. "Product Concept," Springer Texts in Business and Economics, in: Innovation and Product Management, edition 127, chapter 7, pages 135-173, Springer.
    • Handle: RePEc:spr:sptchp:978-3-642-54376-0_7
    DOI: 10.1007/978-3-642-54376-0_7
    as

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