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Screening Opportunities and Assessing Markets

In: Entrepreneurship and Innovation

Author

Listed:
  • Tim Mazzarol

    (University of Western Australia)

  • Sophie Reboud

    (Burgundy School of Business)

Abstract

This chapter examines the process of screening opportunities for new product development (NPD), and the importance of undertaking detailed market assessments of the customers’ needs and wants. It discusses the use of a range techniques and associated concepts including voice of customer, quality function deployment (QFD), Kano analysis, CAGE modelling, customer archetyping, product concept development, and product-technology road mapping. The chapter also provides an overview of how this screening and market assessment process can be undertaken with reference to many of the concepts covered in Chaps. 7 , 8 , and 9 .

Suggested Citation

  • Tim Mazzarol & Sophie Reboud, 2020. "Screening Opportunities and Assessing Markets," Springer Texts in Business and Economics, in: Entrepreneurship and Innovation, edition 4, chapter 10, pages 311-353, Springer.
    • Handle: RePEc:spr:sptchp:978-981-13-9412-6_10
    DOI: 10.1007/978-981-13-9412-6_10
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