User-oriented product innovation - Some research findings

Successful product innovation requires information about user needs. The provision of such information is a question both of attitudes and methods. A number of leading companies in Europe, Japan and the U.S.A. demonstrate the importance of a market-oriented attitude and close contact with users. In-depth studies in Germany, Italy and Norway have revealed an array of tools that are available for the systematic assessment of existing and future needs.Most firms will benefit from a stronger market orientation. However, if one moves too far in this direction, societal needs may be neglected and technological opportunities missed. The aim should be a balanced orientation where the needs of all stakeholders are taken into consideration.