{"id":"https://openalex.org/W2492434147","doi":"https://doi.org/10.1057/9780230294486","title":"Identifying Hidden Needs","display_name":"Identifying Hidden Needs","publication_year":2010,"publication_date":"2010-01-01","ids":{"openalex":"https://openalex.org/W2492434147","doi":"https://doi.org/10.1057/9780230294486","mag":"2492434147"},"language":"en","primary_location":{"id":"doi:10.1057/9780230294486","doi":"https://doi.org/10.1057/9780230294486","is_oa":false,"landing_page_url":"https://doi.org/10.1057/9780230294486","pdf_url":null,"source":{"id":"https://openalex.org/S4306463716","display_name":"Palgrave Macmillan UK eBooks","issn_l":null,"issn":null,"is_oa":false,"is_in_doaj":false,"is_core":false,"listed_in":[],"host_organization":"https://openalex.org/P4310319703","host_organization_name":"Palgrave Macmillan","host_organization_lineage":["https://openalex.org/P4310319703","https://openalex.org/P4310319965"],"host_organization_lineage_names":["Palgrave Macmillan","Springer Nature"],"type":"ebook platform"},"license":null,"license_id":null,"version":"publishedVersion","is_accepted":true,"is_published":true,"raw_source_name":null,"raw_type":"book"},"volume":null,"type":"book","indexed_in":["crossref"],"open_access":{"is_oa":false,"oa_status":"closed","oa_url":null,"any_repository_has_fulltext":false},"authorships":[{"author_position":"first","author":{"id":"https://openalex.org/A5042189781","display_name":"Keith Goffin","orcid":null,"observed_orcids":[]},"institutions":[{"id":"https://openalex.org/I82284825","display_name":"Cranfield University","ror":"https://ror.org/05cncd958","country_code":"GB","type":"education","lineage":["https://openalex.org/I82284825"]}],"countries":["GB"],"is_corresponding":false,"raw_author_name":"Keith Goffin","raw_affiliation_strings":["Cranfield School of Management, UK"],"raw_orcid":null,"affiliations":[{"raw_affiliation_string":"Cranfield School of Management, UK","institution_ids":["https://openalex.org/I82284825"]}]},{"author_position":"middle","author":{"id":"https://openalex.org/A5083091927","display_name":"Fred Lemke","orcid":"https://orcid.org/0000-0003-2210-9827","observed_orcids":["https://orcid.org/0000-0003-2210-9827"]},"institutions":[{"id":"https://openalex.org/I126533617","display_name":"Alliant University","ror":"https://ror.org/04k8zab17","country_code":"US","type":"education","lineage":["https://openalex.org/I126533617"]}],"countries":["US"],"is_corresponding":false,"raw_author_name":"Fred Lemke","raw_affiliation_strings":["Marshall Goldsmith School of Management (MGSM), Alliant International University, USA"],"raw_orcid":null,"affiliations":[{"raw_affiliation_string":"Marshall Goldsmith School of Management (MGSM), Alliant International University, USA","institution_ids":["https://openalex.org/I126533617"]}]},{"author_position":"last","author":{"id":"https://openalex.org/A5000451191","display_name":"Ursula Koners","orcid":null,"observed_orcids":[]},"institutions":[{"id":"https://openalex.org/I82284825","display_name":"Cranfield University","ror":"https://ror.org/05cncd958","country_code":"GB","type":"education","lineage":["https://openalex.org/I82284825"]}],"countries":["GB"],"is_corresponding":false,"raw_author_name":"Ursula Koners","raw_affiliation_strings":["Cranfield School of Management, Bedford, UK\n                                    \n                                        S. Siedle & S\u00f6hne OHG in Furtwangen, Germany"],"raw_orcid":null,"affiliations":[{"raw_affiliation_string":"Cranfield School of Management, Bedford, UK\n                                    \n                                        S. Siedle & S\u00f6hne OHG in Furtwangen, Germany","institution_ids":["https://openalex.org/I82284825"]}]}],"institutions":[],"countries_distinct_count":2,"institutions_distinct_count":2,"corresponding_author_ids":[],"corresponding_institution_ids":[],"apc_list":null,"apc_paid":null,"fwci":3.6059,"has_fulltext":false,"cited_by_count":49,"citation_normalized_percentile":{"value":0.9382716,"is_in_top_1_percent":false,"is_in_top_10_percent":true},"cited_by_percentile_year":{"min":94,"max":99},"biblio":{"volume":null,"issue":null,"first_page":null,"last_page":null},"is_retracted":false,"is_paratext":false,"is_xpac":false,"primary_topic":{"id":"https://openalex.org/T11114","display_name":"Service and Product Innovation","score":0.4189000129699707,"subfield":{"id":"https://openalex.org/subfields/1406","display_name":"Marketing"},"field":{"id":"https://openalex.org/fields/14","display_name":"Business, Management and Accounting"},"domain":{"id":"https://openalex.org/domains/2","display_name":"Social Sciences"}},"topics":[{"id":"https://openalex.org/T11114","display_name":"Service and Product Innovation","score":0.4189000129699707,"subfield":{"id":"https://openalex.org/subfields/1406","display_name":"Marketing"},"field":{"id":"https://openalex.org/fields/14","display_name":"Business, Management and Accounting"},"domain":{"id":"https://openalex.org/domains/2","display_name":"Social Sciences"}},{"id":"https://openalex.org/T13151","display_name":"Business Strategies and Innovation","score":0.3353999853134155,"subfield":{"id":"https://openalex.org/subfields/1408","display_name":"Strategy and Management"},"field":{"id":"https://openalex.org/fields/14","display_name":"Business, Management and Accounting"},"domain":{"id":"https://openalex.org/domains/2","display_name":"Social Sciences"}},{"id":"https://openalex.org/T12807","display_name":"Consumer Behavior and Market Dynamics","score":0.08590000122785568,"subfield":{"id":"https://openalex.org/subfields/3312","display_name":"Sociology and Political Science"},"field":{"id":"https://openalex.org/fields/33","display_name":"Social Sciences"},"domain":{"id":"https://openalex.org/domains/2","display_name":"Social Sciences"}}],"keywords":[{"id":"https://openalex.org/keywords/new-product-failure","display_name":"new product failure","score":0.8529999852180481},{"id":"https://openalex.org/keywords/customer-needs","display_name":"customer needs","score":0.9480000138282776},{"id":"https://openalex.org/keywords/product-differentiation","display_name":"product differentiation","score":0.7850000262260437},{"id":"https://openalex.org/keywords/customer-understanding","display_name":"customer understanding","score":0.6579999923706055},{"id":"https://openalex.org/keywords/product-development","display_name":"product development","score":0.5429999828338623}],"concepts":[{"id":"https://openalex.org/C2985100168","wikidata":"https://www.wikidata.org/wiki/Q2005683","display_name":"Customer needs","level":2,"score":0.6176319718360901},{"id":"https://openalex.org/C144133560","wikidata":"https://www.wikidata.org/wiki/Q4830453","display_name":"Business","level":0,"score":0.4895835816860199},{"id":"https://openalex.org/C41008148","wikidata":"https://www.wikidata.org/wiki/Q21198","display_name":"Computer science","level":0,"score":0.3428059220314026},{"id":"https://openalex.org/C162853370","wikidata":"https://www.wikidata.org/wiki/Q39809","display_name":"Marketing","level":1,"score":0.313213586807251}],"mesh":[],"locations_count":1,"locations":[{"id":"doi:10.1057/9780230294486","doi":"https://doi.org/10.1057/9780230294486","is_oa":false,"landing_page_url":"https://doi.org/10.1057/9780230294486","pdf_url":null,"source":{"id":"https://openalex.org/S4306463716","display_name":"Palgrave Macmillan UK eBooks","issn_l":null,"issn":null,"is_oa":false,"is_in_doaj":false,"is_core":false,"listed_in":[],"host_organization":"https://openalex.org/P4310319703","host_organization_name":"Palgrave Macmillan","host_organization_lineage":["https://openalex.org/P4310319703","https://openalex.org/P4310319965"],"host_organization_lineage_names":["Palgrave Macmillan","Springer Nature"],"type":"ebook platform"},"license":null,"license_id":null,"version":"publishedVersion","is_accepted":true,"is_published":true,"raw_source_name":null,"raw_type":"book"}],"best_oa_location":null,"sustainable_development_goals":[],"sustainable_development_goals_aurora":[{"display_name":"No poverty","score":0.5400000214576721,"id":"https://metadata.un.org/sdg/1"}],"study_designs":[],"awards":[],"funders":[],"has_content":{"pdf":false,"grobid_xml":false},"content_urls":null,"referenced_works_count":0,"referenced_works":[],"related_works":["https://openalex.org/W2479048106","https://openalex.org/W2567909077","https://openalex.org/W3166408478","https://openalex.org/W7220997216","https://openalex.org/W3036367420","https://openalex.org/W2773610124","https://openalex.org/W4406438894","https://openalex.org/W2722159870","https://openalex.org/W128867143","https://openalex.org/W1203252767"],"abstract_inverted_index":{"Too":[0],"many":[1],"new":[2],"products":[3,6,14],"fail.":[4],"New":[5],"which":[7],"are":[8],"hard":[9],"to":[10,24],"differentiate":[11],"from":[12],"existing":[13],"won't":[15],"capture":[16],"the":[17],"customer's":[18],"imagination.":[19],"The":[20],"failure":[21],"is":[22],"due":[23],"a":[25],"poor":[26],"understanding":[27],"of":[28],"customers'":[29],"needs":[30]},"counts_by_year":[{"year":2025,"cited_by_count":2},{"year":2024,"cited_by_count":2},{"year":2023,"cited_by_count":4},{"year":2022,"cited_by_count":3},{"year":2021,"cited_by_count":4},{"year":2019,"cited_by_count":4},{"year":2018,"cited_by_count":2},{"year":2017,"cited_by_count":4},{"year":2016,"cited_by_count":10},{"year":2015,"cited_by_count":3},{"year":2014,"cited_by_count":3},{"year":2013,"cited_by_count":4},{"year":2012,"cited_by_count":2}],"updated_date":"2026-09-06T09:10:53.072986","created_date":"2016-08-23T00:00:00"}