On the search for new products

Abstract

Presents a simulation‐oriented product development method using expert ratings and factor analysis to arrive at a reliable description of the market situation. Reveals possible market gaps within a system of weighted factor combinations. Concludes that this method provides a better understanding of the relationship of available facts in the development of a product.

Citation

Hentschel, U. (1976), "On the search for new products", European Journal of Marketing, Vol. 10 No. 5, pp. 203-217. https://doi.org/10.1108/EUM0000000005047