Development and Strategies: Recent Thought

1
Development and Strategies Recent Thought

• Prof. Samuel Rabino
• Marketing Department
• Northeastern University
• Boston

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The Concept of Next Generation Demand

• While the product sale may be the culmination of
  the manufacturers efforts, it usually makes the
  beginning of the customers often referred to as
  customers internal value chain
• The internal value chain captures all kinds of
  hassles and inefficiencies waiting to be
  improved. It also represents tremendous economic
  activities several times greater in total value
  than the product value itself.
• Generic Examples support customers through
  follow up services e.g. installation,
  maintenance, financing, training

3

• Specific Example GE supplies customers with
  products such as turbines, locomotives, Jet
  engines
• Bottom Line Opportunities come from helping
  customers reduce complexity, make better
  decisions and speed their own offerings to market
• Strategic Recommendation Turn improvements in
  the customers value chain into new revenue
  streams

4

• Listening to the voice of the customer the
  cliché
• The traditional (Analytical) view the customer
  has preexisting needs. Marketing research task is
  to identify those needs. The developer then
  employ these data to create products that meet
  those identified needs in an optima way that
  guides the New Product Development (NPD) efforts.
• An Alternative approach is an interpretive one.
  According to this view the customer has no needs
  until they are articulated and this articulation
  is what the interaction between the developer (or
  a designer )is all about.

5

• The generic illustration of this approach is the
  architect client interaction
• Vague ideas about a structure ? rough drawing
  sketches - evaluating, correcting, rethinking the
  project looking at alternatives, another sketch
  / drawing etc
• The point This is an iterative process where
  the clients original idea of what she wants
  change substantially. The architects idea about
  how to give forms to these ideas will also
  undergo modifications.