- مبلغ: ۸۶,۰۰۰ تومان
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This article presents methods to help companies build processes that emphasize consumer ethnography, customer ethnography, and commercialization planning as components for innovation within mature, well-established consumer or industrial markets. It is written for multifunctional innovation teams and senior management toward increasing the success rates of new product innovations.
We encourage firms to pursue ethnographic, fieldbased innovation, supported by rapid prototyping. Intensive deep dives once or twice a year should be sufficient. It is our belief that the absorptive capacity of most organizations is limited to two or three bold ideas per year. Select a new consumer segment, assemble a multifunctional team, and send the members off to where target users live, work, and–—just as important–—buy. This will be the truest source of your next product and service innovations.