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  Client Lets Technology Rather Than Customer Requirements Drive Product Decisions
  Client Considers Changing Business Model and Product Without Comprehensive Market Research
  Absence of Product Process Derails Client's Development Program
  Fragmented and Cannibalized Flagship Product
  Client Loses Customer Centric Focus
  Client Loses Key Customers
  Client Fails to Maximize Customer Revenue
  Foreign Exchange Case Study I
  Foreign Exchange Case Study II
Client Considers Changing Business Model and Product Without Comprehensive Market Research
 
Problem: Client contemplated entering joint venture that would substantially modify its core product to meet the assumed new requirements of its customers.
Insight: Client required comprehensive understanding of its customers' true requirements before modifying its business model and product content.
Solution: Accendo's comprehensive market research revealed that customers preferred clients' existing core product, that new product content would only partially satisfy their true requirements and that the resulting new revenue would not justify product development costs. Moreover, Accendo's research identified previously unknown requirements that presented a new product opportunity for client.
Results: Client opted not to proceed with the joint venture and re-engaged Accendo to prototype and market test the new product and quantify the revenue opportunity from the new product initiative.

 

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