Listening to the Voice of the Market

Abstract

Discusses the advantages of different styles of market listening for specific product development activities. Four types of product development activities are considered: routine product development, radical product development, extended product development, and new style product development. Listening both to the external market and to the internal market is shown to be critical to achieving success in each of these activities. Skilful listening allows a business to build effective long‐run relationships with its target markets.

Citation

Johne, A. (1994), "Listening to the Voice of the Market", International Marketing Review, Vol. 11 No. 1, pp. 47-59. https://doi.org/10.1108/02651339410057518