Developing a visceral market learning capability for new product development
Deborah L. Roberts
Nottingham University
Roger Palmer
Bournemouth University
Introduction
Learning from the market, and the transformation and dissemination of knowledge is an essential part of the product innovation process (Leonard-Barton 1995). However, the complexity and dynamic nature of the marketplace is exerting even greater pressure on researchers and managers to not only provide the ‘voice of the customer’, but to understand how this nestles within the technical and social context that underpins business decisions (Smith 2007). As consumers become more affluent and informed they are paying more attention to...