The need for better links to the market as well as improved internal sharing and use of market information have been stressed as central for market oriented product development. In this paper we suggest a conceptual model for the identification of relevant market information (based on the understanding of consumers' vertical and horizontal decision structure) combined with considerations on effective internal use of the information. The suggested model is applied in case studies in an action research project, and experiences with the application are discussed.
Ikke Angivet, 2005
MAPP; Markedsorientering; Produktudvikling; Means-end-chains; FMCG; Market orientation; Product development
Main Research Area:
NFF 2005: The 18th Scandinavian Academy of Management Meeting
Aarhus School of Business, Aarhus University, Department of Marketing and Statistics