Customer Need-based Product Positioning for Disruptive Innovations

Günther Schuh, Tim Wetterney, Florian Vogt

2020

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 connects 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

Paper Citation

in Harvard Style

Schuh G., Wetterney T. and Vogt F. (2020). Customer Need-based Product Positioning for Disruptive Innovations. In Proceedings of the International Conference on Culture Heritage, Education, Sustainable Tourism, and Innovation Technologies - Volume 1: CESIT, ISBN 978-989-758-501-2, pages 300-307. DOI: 10.5220/0010308100003051

in Bibtex Style

@conference{cesit20,
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 - Volume 1: CESIT,},
year={2020},
pages={300-307},
publisher={SciTePress},
organization={INSTICC},
doi={10.5220/0010308100003051},
isbn={978-989-758-501-2},
}

in EndNote Style

TY - CONF

JO - Proceedings of the International Conference on Culture Heritage, Education, Sustainable Tourism, and Innovation Technologies - Volume 1: 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 - 2020
SP - 300
EP - 307
DO - 10.5220/0010308100003051