Simulate to Create a Winner: Optimising the Design, Positioning and Launch Strategies

Dirk Huisman

In this paper a model to measure the impact of value creating elements in the product development process is introduced.

Simulate to Create a Winner: Optimising the Design, Positioning and Launch Strategies

Dirk Huisman SKIM Group, Netherlands

THE INNOVATION PROCESS: CREATING CUSTOMER VALUE

Innovation is a combination of systematic and continuous processes aimed at creating a competitive advantage. The competitive advantage is either realised by creating more value to the customer or due to lower cost in providing the product or service. The innovation process is both technologydriven and marketingdriven and more specific it is often technology push and demand pull. In a systematic innovation processes customer needs are linked with technological options, which does not mean that all...

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