Title: Putting the C in R&D - customer focus for technologists

Authors: John Brook, Phillip Brewster

Addresses: Arthur D. Little Ltd., Windsor House, Cornwall Road, Harrogate, North Yorkshire, HG1 2PW, UK. Arthur D. Little Ltd., Windsor House, Cornwall Road, Harrogate, North Yorkshire, HG1 2PW, UK

Abstract: Finding a way to align technology with customer needs (and hence business objectives), and translate what R&D is doing into something that the rest of the business can understand (and hence effectively influence) has been a problem for years. Developing and using a Customer Needs Tree is a simple and effective way of solving the problem, with specific benefits in idea generation, technology assessment, portfolio management and internal communication

Keywords: technology strategy; customer needs; customer needs tree; idea generation; idea assessment; portfolio management; communication.

DOI: 10.1504/IJTM.1999.002736

International Journal of Technology Management, 1999 Vol.17 No.6, pp.639-645

Published online: 14 Dec 2003 *

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