IDEAS home Printed from https://ideas.repec.org/h/spr/sprchp/978-3-8349-4594-5_12.html
   My bibliography  Save this book chapter

Testphase

In: Von der Produktidee zum Markterfolg

Author

Listed:
  • Rainer H. G. Großklaus

Abstract

Zusammenfassung Neben den diversen Testmarktmethoden zur Akzepttanzschätzung einer Innovation wurden schon einige in der Praxis erfolgreich eingesetzte Instrumente beschrieben, die erste qualitative Informationen liefern wie die Einbeziehung von Lead-User-Kunden, die Delphi-Methode, die Szenario-Technik, die Balanced Scorecard und die Innovation Scorecard. Spätestens jedoch, wenn die Innovation in den Markt eingeführt ist, wenn die Innovation unter realistischen Bedingungen im Markt „arbeitet“, spätestens dann stellt sich heraus, ob die Innovation bei der Zielgruppe tatsächlich ankommt, ob sie floppt oder ein totaler Erfolg wird. Um sich hierüber noch Sicherheit zu holen, empfiehlt es sich, vorher den Test durchzuführen. In diesem Kapitel erfahren Sie, wie die beiden Testmethoden funktionieren, die in der Praxis angewandt werden: der Produkt-/Konzeptionstest und der Testmarkt.

Suggested Citation

  • Rainer H. G. Großklaus, 2014. "Testphase," Springer Books, in: Von der Produktidee zum Markterfolg, edition 2, chapter 12, pages 197-202, Springer.
    • Handle: RePEc:spr:sprchp:978-3-8349-4594-5_12
    DOI: 10.1007/978-3-8349-4594-5_12
    as

    Download full text from publisher

    To our knowledge, this item is not available for download. To find whether it is available, there are three options:
    1. Check below whether another version of this item is available online.
    2. Check on the provider's web page whether it is in fact available.
    3. Perform a search for a similarly titled item that would be available.

    More about this item

    Statistics

    Access and download statistics

    Corrections

    All material on this site has been provided by the respective publishers and authors. You can help correct errors and omissions. When requesting a correction, please mention this item's handle: RePEc:spr:sprchp:978-3-8349-4594-5_12. See general information about how to correct material in RePEc.

    If you have authored this item and are not yet registered with RePEc, we encourage you to do it here. This allows to link your profile to this item. It also allows you to accept potential citations to this item that we are uncertain about.

    We have no bibliographic references for this item. You can help adding them by using this form .

    If you know of missing items citing this one, you can help us creating those links by adding the relevant references in the same way as above, for each refering item. If you are a registered author of this item, you may also want to check the "citations" tab in your RePEc Author Service profile, as there may be some citations waiting for confirmation.

    For technical questions regarding this item, or to correct its authors, title, abstract, bibliographic or download information, contact: Sonal Shukla or Springer Nature Abstracting and Indexing (email available below). General contact details of provider: http://www.springer.com .

    Please note that corrections may take a couple of weeks to filter through the various RePEc services.

    IDEAS is a RePEc service. RePEc uses bibliographic data supplied by the respective publishers.