This paper addresses the issue of developing strategies starting from the identification and comprehension of true consumer needs. Needs and opportunities are linked to markets, benefits and strategies through a specific 3D model based on Maslow�s pyramid. A further model, denoted the PIE...

Wynn and Coolidge [2004] have hypothesized that one of the key reasons why the Homo Sapiens progressed to being modern man while the Neanderthal man didn’t, is that the former developed through innovation (from artefacts to advanced hunting methods) while the latter has left no trace of such...