Developing a New Market Testing Procedure in the Context of Radical Innovation

Mehree Iqbal

doi:doi:10.11648/j.com.20150305.17

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Developing a New Market Testing Procedure in the Context of Radical Innovation

Mehree Iqbal

Published in Communications (Volume 3, Issue 5)

Received: 22 July 2015 Accepted: 7 August 2015 Published: 13 August 2015

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Abstract

In the context of radical innovation the conventional market testing procedures seems ineffective to generate sufficient profit for the company and satisfy consumers need. Moreover, the alternative approaches lacked some features to successfully prototype testing. So, the gap between the literature and the real life application leads towards producing a radically new approach for market testing. Therefore, sole aim of this research was to produce an effective market testing procedure in the context of radical innovation. To produce a new testing procedure an extensive research has been done based on document research methodology on the alternative approaches such as Open Innovation, Lead User method, Delphi Technique and Product Bundling. The new procedure has been divided into two categories based on target market- one focuses on the mass consumers and the other on the expert consumers. The categorization was important as literature demonstrated that consumers perceive and behave differently when considering radically new products. The new procedure sheds light on the complexity of understanding consumer needs and technological innovation. The firms can use this procedure to effectively generate useful feedback before commercializing their radically innovated products

Published in	Communications (Volume 3, Issue 5)
DOI	10.11648/j.com.20150305.17
Page(s)	120-127
Creative Commons	This is an Open Access article, distributed under the terms of the Creative Commons Attribution 4.0 International License (http://creativecommons.org/licenses/by/4.0/), which permits unrestricted use, distribution and reproduction in any medium or format, provided the original work is properly cited.
Copyright	Copyright © The Author(s), 2015. Published by Science Publishing Group

Keywords

Market Testing, Radical Innovation, Open Innovation, Lead User Method, Delphi Technique

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Mehree Iqbal. (2015). Developing a New Market Testing Procedure in the Context of Radical Innovation. Communications, 3(5), 120-127. https://doi.org/10.11648/j.com.20150305.17

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ACS Style

Mehree Iqbal. Developing a New Market Testing Procedure in the Context of Radical Innovation. Communications. 2015, 3(5), 120-127. doi: 10.11648/j.com.20150305.17

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AMA Style

Mehree Iqbal. Developing a New Market Testing Procedure in the Context of Radical Innovation. Communications. 2015;3(5):120-127. doi: 10.11648/j.com.20150305.17

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@article{10.11648/j.com.20150305.17,
  author = {Mehree Iqbal},
  title = {Developing a New Market Testing Procedure in the Context of Radical Innovation},
  journal = {Communications},
  volume = {3},
  number = {5},
  pages = {120-127},
  doi = {10.11648/j.com.20150305.17},
  url = {https://doi.org/10.11648/j.com.20150305.17},
  eprint = {https://article.sciencepublishinggroup.com/pdf/10.11648.j.com.20150305.17},
  abstract = {In the context of radical innovation the conventional market testing procedures seems ineffective to generate sufficient profit for the company and satisfy consumers need. Moreover, the alternative approaches lacked some features to successfully prototype testing. So, the gap between the literature and the real life application leads towards producing a radically new approach for market testing. Therefore, sole aim of this research was to produce an effective market testing procedure in the context of radical innovation. To produce a new testing procedure an extensive research has been done based on document research methodology on the alternative approaches such as Open Innovation, Lead User method, Delphi Technique and Product Bundling. The new procedure has been divided into two categories based on target market- one focuses on the mass consumers and the other on the expert consumers. The categorization was important as literature demonstrated that consumers perceive and behave differently when considering radically new products. The new procedure sheds light on the complexity of understanding consumer needs and technological innovation. The firms can use this procedure to effectively generate useful feedback before commercializing their radically innovated products},
 year = {2015}
}

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TY  - JOUR
T1  - Developing a New Market Testing Procedure in the Context of Radical Innovation
AU  - Mehree Iqbal
Y1  - 2015/08/13
PY  - 2015
N1  - https://doi.org/10.11648/j.com.20150305.17
DO  - 10.11648/j.com.20150305.17
T2  - Communications
JF  - Communications
JO  - Communications
SP  - 120
EP  - 127
PB  - Science Publishing Group
SN  - 2328-5923
UR  - https://doi.org/10.11648/j.com.20150305.17
AB  - In the context of radical innovation the conventional market testing procedures seems ineffective to generate sufficient profit for the company and satisfy consumers need. Moreover, the alternative approaches lacked some features to successfully prototype testing. So, the gap between the literature and the real life application leads towards producing a radically new approach for market testing. Therefore, sole aim of this research was to produce an effective market testing procedure in the context of radical innovation. To produce a new testing procedure an extensive research has been done based on document research methodology on the alternative approaches such as Open Innovation, Lead User method, Delphi Technique and Product Bundling. The new procedure has been divided into two categories based on target market- one focuses on the mass consumers and the other on the expert consumers. The categorization was important as literature demonstrated that consumers perceive and behave differently when considering radically new products. The new procedure sheds light on the complexity of understanding consumer needs and technological innovation. The firms can use this procedure to effectively generate useful feedback before commercializing their radically innovated products
VL  - 3
IS  - 5
ER  -

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Author Information

Mehree Iqbal

Department of Marketing and International Business, North South University, Dhaka, Bangladesh

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APA Style

Mehree Iqbal. (2015). Developing a New Market Testing Procedure in the Context of Radical Innovation. Communications, 3(5), 120-127. https://doi.org/10.11648/j.com.20150305.17

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ACS Style

Mehree Iqbal. Developing a New Market Testing Procedure in the Context of Radical Innovation. Communications. 2015, 3(5), 120-127. doi: 10.11648/j.com.20150305.17

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AMA Style

Mehree Iqbal. Developing a New Market Testing Procedure in the Context of Radical Innovation. Communications. 2015;3(5):120-127. doi: 10.11648/j.com.20150305.17

Copy | Download

@article{10.11648/j.com.20150305.17,
  author = {Mehree Iqbal},
  title = {Developing a New Market Testing Procedure in the Context of Radical Innovation},
  journal = {Communications},
  volume = {3},
  number = {5},
  pages = {120-127},
  doi = {10.11648/j.com.20150305.17},
  url = {https://doi.org/10.11648/j.com.20150305.17},
  eprint = {https://article.sciencepublishinggroup.com/pdf/10.11648.j.com.20150305.17},
  abstract = {In the context of radical innovation the conventional market testing procedures seems ineffective to generate sufficient profit for the company and satisfy consumers need. Moreover, the alternative approaches lacked some features to successfully prototype testing. So, the gap between the literature and the real life application leads towards producing a radically new approach for market testing. Therefore, sole aim of this research was to produce an effective market testing procedure in the context of radical innovation. To produce a new testing procedure an extensive research has been done based on document research methodology on the alternative approaches such as Open Innovation, Lead User method, Delphi Technique and Product Bundling. The new procedure has been divided into two categories based on target market- one focuses on the mass consumers and the other on the expert consumers. The categorization was important as literature demonstrated that consumers perceive and behave differently when considering radically new products. The new procedure sheds light on the complexity of understanding consumer needs and technological innovation. The firms can use this procedure to effectively generate useful feedback before commercializing their radically innovated products},
 year = {2015}
}

Copy | Download

TY  - JOUR
T1  - Developing a New Market Testing Procedure in the Context of Radical Innovation
AU  - Mehree Iqbal
Y1  - 2015/08/13
PY  - 2015
N1  - https://doi.org/10.11648/j.com.20150305.17
DO  - 10.11648/j.com.20150305.17
T2  - Communications
JF  - Communications
JO  - Communications
SP  - 120
EP  - 127
PB  - Science Publishing Group
SN  - 2328-5923
UR  - https://doi.org/10.11648/j.com.20150305.17
AB  - In the context of radical innovation the conventional market testing procedures seems ineffective to generate sufficient profit for the company and satisfy consumers need. Moreover, the alternative approaches lacked some features to successfully prototype testing. So, the gap between the literature and the real life application leads towards producing a radically new approach for market testing. Therefore, sole aim of this research was to produce an effective market testing procedure in the context of radical innovation. To produce a new testing procedure an extensive research has been done based on document research methodology on the alternative approaches such as Open Innovation, Lead User method, Delphi Technique and Product Bundling. The new procedure has been divided into two categories based on target market- one focuses on the mass consumers and the other on the expert consumers. The categorization was important as literature demonstrated that consumers perceive and behave differently when considering radically new products. The new procedure sheds light on the complexity of understanding consumer needs and technological innovation. The firms can use this procedure to effectively generate useful feedback before commercializing their radically innovated products
VL  - 3
IS  - 5
ER  -

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