Putting the C in R&D - customer focus for technologists

International Journal of Technology Management

Volumn 17, Issue 6, 1999, Pages 639-645

  Brook, John ^a,b,c,d   Brewster, Phillip ^a,b,e  

^a Arthur D Little Ltd   (United Kingdom)

^b Arthur D Little   (United Kingdom)

^c R and D and Marketing   (United Kingdom)

^d R and D and Marketing   (Switzerland)

^e UNIVERSITY OF CAMBRIDGE   (United Kingdom)

Author keywords

[No Author keywords available]

Indexed keywords

COMPETITION; MANAGEMENT SCIENCE; MARKETING; STRATEGIC PLANNING; TECHNOLOGY;

CUSTOMER; CUSTOMER NEED TREE; CUSTOMER NEEDS; IDEA ASSESSMENT; IDEA GENERATION; PORTFOLIO MANAGEMENT; TECHNOLOGY STRATEGY;

RESEARCH AND DEVELOPMENT MANAGEMENT;

EID: 0032658152     PISSN: 02675730     EISSN: None     Source Type: None    
DOI: 10.1504/IJTM.1999.002736     Document Type: Article

References (5)

1. Floyd, C. (1997) Managing Technology for Corporate Success, Aldershot, Gower Publishing Ltd.
2. Arthur D. Little, Inc. (1997) Findings of the Arthur D. Little Global Survey on Innovation, Cambridge, Mass.
3. Throughout this document, 'customer' refers to all the customers in the value chain from the producer to the end consumer (e.g. wholesalers, retailers and consumers for most household products). The Customer Needs Tree is equally applicable to simple consumer goods as it is to complex aerospace or telecoms applications.
4. Crawford, C.M. (1984) Protocol: 'New tool for product innovation', Journal of Product Innovation Management, Vol. 1, No. 2, pp.85-91.
5. See Deschamps, J.P. (1994) Managing the Marketing/R&D Interface, Prism, (Fourth Quarter), pp.5-19.