Steps Towards A Consumer-driven Concept Innovation Machine For ‘Ordinary’ Product Categories In Their Later Lifecycle Stages

Howard Moskowitz, Michele Reisner, Bert Krieger and Kjell Oksendal

This paper presents a research-driven approach to innovating product features in categories considered to be mature and low involvement.

Steps Towards a Consumer-Driven Concept Innovation Machine for 'Ordinary' Product Categories in Their Later Lifecycle Stages

Howard MoskowitzMoskowitz Jacobs Inc., United States

Michele ReisnerMoskowitz Jacobs Inc., United States

Bert KriegerMoskowitz Jacobs...

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