Using Customer-Based Ideation to Drive Newproduct Development
Jim ThomasThe RDA Group Inc., United StatesMark SilverbergFord Motor Company, United States
BACKGROUND OF THE ISSUES
The battle for retail customers is a never-ending one. In the case of most companies, their success or failure is based on keeping ahead of the competition by developing innovative products and services that are perceived by customers to have more value than competitive offerings.
Staying ahead of the competition is paramount to survival in the automotive industry. While brand loyalty is a still a factor for many customers, model proliferation in the U.S....