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Marketing’s Contribution to Innovation: The Concept of Market-In Design

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AUTHOR(S):

Thomas P. Hustad, Professor of Marketing, Indiana University

 

The design looks great or the list of features is impressive. But, for some reason, it just does not work. Too often the role of users is undervalued in innovation, or certain users are ignored while others are overemphasized. Hustad explores how a marke

 

PUBLISHED: 1991

 

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9/25/2016
Cambridge Innovation Walk #DLC16

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