There is no doubt that the pace of business has accelerated - products go from concept to release faster than ever, business partnerships and alliances are established (and dissolved) more quickly and competitors react more swiftly to any changes in the market. Whether your business is microprocessors or aeroplane manufacturing, it will live or die by the degree to which you can anticipate demand for your products and services. In "Getting It Right the First Time", John Katsaros and Peter Christy argue that the most successful businesses will be those that accurately predict market conditions - especially the market changes that will occur within the crucial 18-to-36-month innovation window.Showcasing dozens of colourful examples of lucrative successes and missed opportunities (from high-tech to financial services to medical devices), the authors present a detailed plan for how you and your company can learn to: identify your top customers in advance of entering the market, successfully position your company and its products to those customers and catch emerging trends before your competitors do. Eschewing traditional market research techniques - such as focus groups, polls, and surveys - this book demonstrates how "expert interviews" with potential early adopters can help identify your "killer app" - the function that customers most value - and avoid costly trial-and-error.
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