Creating Products in the Absence of Markets: A Robust Design Approach

نویسندگان

  • Christophe Midler
  • Philippe Silberzahn
چکیده

Purpose The purpose of this study is to examine how firms deal with a situation of true uncertainty about their potential markets and technologies. Specifically, we ask how firms can create products when the corresponding market does not exist. Design/methodology/approach – This paper is based on a longitudinal study of a high-tech firm, combined with analysis of existing theory in Product Design and

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تاریخ انتشار 2009