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1a. Risks and limitations of listening to customers during the NPD process:
• Using existing organizational systems often means completely missing the boat on the real customer and his real needs. This is the customer who values the products as a breakthrough. Products are frequently under-appreciated by firms when the new product is based on an existing platform. This leads to a wait and see attitude and the product is not given adequate support and often under-priced.
• The positioning strategy should be driven by the market, rather than by the ambitions of the product champions. The source of the problem is failure to understand how consumers' value product attributes. In all, over-appreciating a breakthrough or new technology that cannot be appreciated by consumers. This accounts for a high percentage of product failures.
• Listening to customers can mask long-run opportunities since customers rarely imagine these technologies.
• When customers are asked to make new......

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