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Preface. Designing winning products based on how customers think and buy. Modeling customer preferences for alternative product designs. Uses and usefulness of testing customer acceptance of product designs. How business-to-business buyers frame problems and the influence of Value-Added Customers Services (VACS) on supplier choice. Testing acceptance of new product designs among customers at different operating levels in client firms. Designing new products for person-situation customer segments. Testing industrial customer acceptance of new control-display panel designs in Asian, Australian and European markets. Testing a theory of manufacturers' acceptance of competing subcontractor price-quality-service designs. Testing customer acceptance and the subsequent design of new, flexible manufacturing systems (robots). Automatic cognitive processing and choice of suppliers by business-to-business customers. When superior new products are rejected. Concluding observations on designing winning products by using strategies for testing customer acceptance.
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Designing Winning Products (Advances in Business Marketing & Purchasing), Vol. 10, Written for marketing executives, new product/service managers, and marketing research professionals,
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