@article{Livotov2016,
  author    = {Livotov, Pavel},
  title     = {Estimation of New-Product Success by Company's Internal Experts in the Early Phases of Innovation Process},
  journal   = {Procedia CIRP},
  volume    = {39},
  number    = {2016},
  issn      = {2212-8271},
  doi       = {10.1016/j.procir.2016.01.181},
  institution = {Fakult{\"a}t Maschinenbau und Verfahrenstechnik (M+V)},
  pages     = {150 -- 155},
  year      = {2016},
  abstract  = {The effective executing innovation projects requires multiple estimation of market success of new product features in the early stages of customer-centered innovation process such as strategy formulation, evaluation of ideas and concepts and also at a stage close to the market launch. The attempts to integrate customers for estimation of the market success often result in time-consuming customer interviews or lengthy field research. For this reason, industrial companies usually try to skip customer surveys even if they risk that their innovations will fail to bring the anticipated economic outcomes. In many practical cases, the customer surveys are simply not feasible or too expensive. As a result, the internal assessments within companies are frequently the only resource available in innovation process in the industrial environment. The paper discusses the possibilities of the fast identification of promising innovation opportunities and new product features based on the internal competences of companies. It compares the results of customer surveys with the estimation of internal company-experts and analyses the accuracy and validity of the expert assessments. The presented case studies demonstrate the accuracy rate between 43\% and 77\% for prediction of new product features with high market potential by company-internal experts. The paper proposes the evaluation methods to increase the accuracy rate and outlines that one of the essential requirements for reliable forecasting by the experts is their profound understanding of the customer working process, the ability to estimate the importance of customer needs and to assess the level of customer satisfaction with current products on the market.},
  subject      = {Produkt},
  language  = {en}
}