With fascinating examples from leading European and American companies, Roberto Verganti shows that for truly breakthrough products and services, we must look beyond customers and users to those he calls 'interpreters' - the experts who deeply understand and shape the markets they work in

Attention is here paid to the relationship between organizational configurations, forecasting practices and performances. Attention is at first paid on the relationship between the forecaster organizational position and how companies evaluate future demand, and, on a second hand, focus is paid...