Subject category:
Production and Operations Management
Published by:
Harvard Business Publishing
Version: 21 March 2000
Length: 9 pages
Share a link:
https://casecent.re/p/42684
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Abstract
Describes a methodology for identifying markets for new technologies and for defining the highest value attributes of new products or services. It helps innovators escape the trap of incremental improvements to established product concepts by asking a straightforward question: What job did my customer hire this product to do for him or her?; Gives students a practical tool for identifying breakthrough new product ideas and market applications.
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Abstract
Describes a methodology for identifying markets for new technologies and for defining the highest value attributes of new products or services. It helps innovators escape the trap of incremental improvements to established product concepts by asking a straightforward question: What job did my customer hire this product to do for him or her?; Gives students a practical tool for identifying breakthrough new product ideas and market applications.