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New Product Development Strategies by Urban and Hauser

Many companies look for new product development strategies as a way to stay relevant. Although some companies can survive with the “spaghetti-on-the-wall” approach, launching one product after another, and “testing” them in the market to see what sticks, this can be a very inefficient and costly approach over time.

Fortunately, there are other alternative new product development strategies that can be more efficient.

Companies should adopt different new product development strategies at different times depending on the circumstances they find themselves in.

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How to Get Better Customer Satisfaction Metrics

To get better customer satisfaction metrics, companies need to stop distorting customer satisfaction metrics. They also need to use the right type of market and user research.

The ultimate goal of doing market research is to provide support for decision making. However, short-term business goals combined with research methodology ignorance have the potential to undermine the effort to provide actionable insights.

Customer satisfaction measurement is a good example of research going wrong in many companies. The search for linear, quantitative and simple metrics…

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