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Linking R&D to market needs
Affiliation:1. DAVID T. WILSON is a Professor of Marketing and co-director of the Institute for the Study of Business Markets at the Pennsylvania State University, University Park, Pennsylvania,USA;2. MORRY GHINGOLD is an Assistant Professor at the Department of Marketing, University of Cincinnati, Cincinnati, Ohio, USA.;1. Faculty of Economics, Yogyakarta State University, Yogyakarta, Indonesia;2. Faculty of Education, Yogyakarta State University, Yogyakarta, Indonesia;1. Graduate School of Fisheries and Environmental Sciences, Nagasaki University, 1-14 Bunkyo-machi, Nagasaki 852-8521, Japan;2. Urban Institute & School of Engineering, Kyushu University, Japan
Abstract:A market research technique for identifying and evaluating the more important product features and service aspects of new industrial products is described. This method helps tailor product design and performance aspects to market needs and manufacturing costs.
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