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Trott, Innovation Management and New Product Development, 5 th Edition, © Pearson Education Limited 2013 Slide 15.1 Chapter 15 Market research and its.

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Presentation on theme: "Trott, Innovation Management and New Product Development, 5 th Edition, © Pearson Education Limited 2013 Slide 15.1 Chapter 15 Market research and its."— Presentation transcript:

1 Trott, Innovation Management and New Product Development, 5 th Edition, © Pearson Education Limited 2013 Slide 15.1 Chapter 15 Market research and its influence on new product development

2 Trott, Innovation Management and New Product Development, 5 th Edition, © Pearson Education Limited 2013 Slide 15.2

3 Trott, Innovation Management and New Product Development, 5 th Edition, © Pearson Education Limited 2013 Slide 15.3 Figure 15.1 New product concept and prototype testing

4 Trott, Innovation Management and New Product Development, 5 th Edition, © Pearson Education Limited 2013 Slide 15.4 Figure 15.2 The tripartite product concept Source: Adapted from M.A.J. Saren and N. Tzokas (1994) Proceedings of the Annual Conference of the European Marketing Academy, Maastricht.

5 Trott, Innovation Management and New Product Development, 5 th Edition, © Pearson Education Limited 2013 Slide 15.5 Table 15.1 Products that were initially rejected by consumers but went on to be successful Source: A dirty business, Guardian 16/03/1999, copyright Guardian News & Media Ltd 2010.

6 Trott, Innovation Management and New Product Development, 5 th Edition, © Pearson Education Limited 2013 Slide 15.6 Figure 15.3 Gaining new customers of the future Source: S. Hamel and C.K. Prahalad (1994) Competing for the future, Harvard Business Review, Vol. 72, No. 4, 122–8.

7 Trott, Innovation Management and New Product Development, 5 th Edition, © Pearson Education Limited 2013 Slide 15.7 Figure 15.4 The spectacular growth of Dyson

8 Trott, Innovation Management and New Product Development, 5 th Edition, © Pearson Education Limited 2013 Slide 15.8 Figure 15.5 Basic operating principle of Dyson bagless vacuum cleaner

9 Trott, Innovation Management and New Product Development, 5 th Edition, © Pearson Education Limited 2013 Slide 15.9 Figure 15.6 Cleaning performance of five vacuum cleaners

10 Trott, Innovation Management and New Product Development, 5 th Edition, © Pearson Education Limited 2013 Slide Table 15.2 With sales declining Miele and Hoover have attempted to take on Dyson in the vacuum cleaner market Source: A dirty business, Guardian, 16 March 1999.

11 Trott, Innovation Management and New Product Development, 5 th Edition, © Pearson Education Limited 2013 Slide Figure 15.7 Dyson’s pre-tax profits (2002–06)


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