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Using Needs Assessment As A Learning Tool In The Product Development Process: A Case Study Of A Quick Service Restaurant Chain, Denise Cumberland, Rod P. Githens
Using Needs Assessment As A Learning Tool In The Product Development Process: A Case Study Of A Quick Service Restaurant Chain, Denise Cumberland, Rod P. Githens
Benerd College Faculty Articles
Purpose– The purpose of this case study was threefold. First, to examine whether a needs assessment can work in the context of an organization’s new product development process to identify the gap between what “is” occurring and what “should” be occurring. Second, to investigate how a well-known stakeholder classification system can be adopted in a practitioner setting. Third, to identify why the new product development process derailed in a quick-service restaurant chain.
Design/methodology/approach– A Fortune 200 quick-service restaurant chain provided the setting for a case study on the new product development (NPD) process. Data were gathered from multiple stakeholder groups …