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Published in:
Work Book: Entrepreneurship as a Social and Economic Process Read chapter Read first chapter

2020 | OriginalPaper | Chapter

10. Work Book: Screening Opportunities and Assessing Markets

Authors : Tim Mazzarol, Sophie Reboud

Published in: Workbook for Entrepreneurship and Innovation

Publisher: Springer Nature Singapore

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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.

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previous chapter Work Book: Disruptive Innovations and the Commercialisation of Technology
next chapter Work Book: Team Building, Company Leadership and Strategic Alliances
Footnotes
1
Personal experience of the author.
 
Literature
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Metadata
Title
Work Book: Screening Opportunities and Assessing Markets
Authors
Tim Mazzarol
Sophie Reboud
Copyright Year
2020
Publisher
Springer Nature Singapore
Book
Workbook for Entrepreneurship and Innovation

Print ISBN: 978-981-13-9415-7

Electronic ISBN: 978-981-13-9416-4

Copyright Year: 2020

DOI
https://doi.org/10.1007/978-981-13-9416-4_10