Professor: Michal Maimaran (Kellogg, Northwestern)
- Why introduce new products?
- Type and risk of a product to company/portfolio
- Types of product strategies
- Product Launch Process
Understanding & Prioritising Customer Needs
- Why focus on needs (vs solutions)?
Tools / Tactics to understand need
- Observation and ethnography
- Problem Detection Studies (PDS)
- Market Trends
- Brand Image Studies (BIS)
- Kano Analysis