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Authors: Günther Schuh 1 ; Tim Wetterney 2 and Florian Vogt 2

Affiliations: 1 Laboratory for Machine Tools Production Engineering (WZL) RWTH Aachen University, Aachen, Germany ; 2 Fraunhofer-Institute for Production, Technology IPT, Aachen, Germany

Keyword(s): disruptive innovations; market segmentation; customer needs; cluster analysis; product positioning

Abstract: Developing disruptive innovations is still a daunting tasks for established companies. They are unmatched in creating sustaining innovations, but when it comes to highly innovative products, the success score of most corporates still lacks market-changing innovations. Incumbents’ New Product Development (NPD) failure rates of ~40% most of all indicate an insufficient product-market-fit. Studies on disruptive innovations show that disruption is a continuous process that starts with introducing products in niche markets – defined as customers with a similar set of needs – from where they gain market share step-by-step. The problem is that popular market segmentation approaches are not suitable to group customers with a similar need-set and, hence, make it difficult if not impossible to define products with a great product-market-fit. In this paper, the authors present a decision model for a need-based product positioning approach. For this, an integrative framework is presented that co nnects the three object layers customer needs, market segments and product positioning in a holistic manner. The decision model will help companies to align product attribute positioning and customer needs more systematically in context of disruptive innovations – a starting point to increase new product success (More)

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Paper citation in several formats:
Schuh, G.; Wetterney, T. and Vogt, F. (2021). Customer Need-based Product Positioning for Disruptive Innovations. In Proceedings of the International Conference on Culture Heritage, Education, Sustainable Tourism, and Innovation Technologies - CESIT; ISBN 978-989-758-501-2, SciTePress, pages 300-307. DOI: 10.5220/0010308103000307

@conference{cesit21,
author={Günther Schuh. and Tim Wetterney. and Florian Vogt.},
title={Customer Need-based Product Positioning for Disruptive Innovations},
booktitle={Proceedings of the International Conference on Culture Heritage, Education, Sustainable Tourism, and Innovation Technologies - CESIT},
year={2021},
pages={300-307},
publisher={SciTePress},
organization={INSTICC},
doi={10.5220/0010308103000307},
isbn={978-989-758-501-2},
}

TY - CONF

JO - Proceedings of the International Conference on Culture Heritage, Education, Sustainable Tourism, and Innovation Technologies - CESIT
TI - Customer Need-based Product Positioning for Disruptive Innovations
SN - 978-989-758-501-2
AU - Schuh, G.
AU - Wetterney, T.
AU - Vogt, F.
PY - 2021
SP - 300
EP - 307
DO - 10.5220/0010308103000307
PB - SciTePress

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