1 Aarhus School of Business, Aarhus BSS, Aarhus University2 Department of Marketing and Statistics, Aarhus School of Business, Aarhus BSS, Aarhus University3 Department of Management, Aarhus BSS, Aarhus University4 Department of Management, Aarhus BSS, Aarhus University
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 conseptual 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.
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