Jumpstarting Product Development
Competitive analysis and conjoint measurement in the cosmetic industry
Howard Moskowitz andBarbara IttyMoskowitz Jacobs Inc
CONCEPTS TO GUIDE DEVELOPMENT
Concepts represent blueprints for product developers and marketers. For developers, the concept presents the features that the consumer would like to see the product possess. For marketers, the concept may comprise statements about the product itself, the reason for buying, or some combination thereof.
Although concepts are important to the product success, there is only a moderate amount of information in the literature on creating concepts. Despite some papers that have been written on concept...