ADMS 4235 Study Guide - Midterm Guide: Spotify, Continual Improvement Process, Business Case
4 Feb 2017
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Stage gate model- most widely used, powerful and fundamental framework of npd. Inside-out (people did not care about the appearance, just the fact that the car can work: as cheap, as profitable as possible. Inside-out: about pushing the product out, more factories so now sales are needed to stay in business, focus: find new customers. Customer is king : outside-in (start to listen to the environment and the customers, what they want, need, improvement, strong focus on customer satisfaction, ex. P&g (from sales era to marketing era: overtime customers started to be wrong (90s early 200s, ex. Tangarine focuses only on customers that fit their business model (low-cost and self sufficient) Value-based marketing era: outside-in, conscious about what is going on outside and willing to make adjustments, profits through longer-term relationships try to create value with customers and other stakeholders. But we are getting fewer breakthrough innovations (new innovations)
