Gofman, Alex; Moskowitz, Howard R.; Mets, Tõnis - In: Journal of Product & Brand Management 18 (2009) 2, pp. 84-94
Purpose – Innovation cannot come without in‐depth understanding of the product and its consumer perception. This paper aims to show the approach for consumer‐centric re‐development strategy, from design of the experiment to execution, analysis, modeling and strategies for implementation....