Table 1. Product creation – summary of...

Table 1.

Product creation – summary of the findings and illustrative excerpts from the data

Characteristics	Examples from the data
Main aim: developing and making the technical validation of the offer
The ignition point for the marketing process is the product strengths, laid on know-how or technology, as opposed to market needs Technical validation is in close collaboration with prospect customers, allowing early product adjustments and verifying some market assumptions The product development and the earliest market sensing become tangled At this point, planning seems a difficult task	«We were not looking for needs; we were looking for ideas» (#6: Digital Technologies) «It was a huge learning process… the product was developed with the customer, allowing it to evolve a great deal» (#5: Digital Technologies) «We work closely with the physicians at the hospital where we tested the solution throughout the investigation process and they give us feedback» (#10: Engineering) «When we created the company, we had a plan. However, it is not a useful tool… If we try to implement the plan, we can die from it. We have to be careful about planning, because sometimes it is a limitation» (#30: Digital Technologies)

Characteristics	Examples from the data
Main aim: developing and making the technical validation of the offer
The ignition point for the marketing process is the product strengths, laid on know-how or technology, as opposed to market needsTechnical validation is in close collaboration with prospect customers, allowing early product adjustments and verifying some market assumptionsThe product development and the earliest market sensing become tangledAt this point, planning seems a difficult task	«We were not looking for needs; we were looking for ideas» (#6: Digital Technologies)«It was a huge learning process… the product was developed with the customer, allowing it to evolve a great deal» (#5: Digital Technologies)«We work closely with the physicians at the hospital where we tested the solution throughout the investigation process and they give us feedback» (#10: Engineering)«When we created the company, we had a plan. However, it is not a useful tool… If we try to implement the plan, we can die from it. We have to be careful about planning, because sometimes it is a limitation» (#30: Digital Technologies)

Characteristics

Examples from the data

Main aim: developing and making the technical validation of the offer

The ignition point for the marketing process is the product strengths, laid on know-how or technology, as opposed to market needsTechnical validation is in close collaboration with prospect customers, allowing early product adjustments and verifying some market assumptionsThe product development and the earliest market sensing become tangledAt this point, planning seems a difficult task

«We were not looking for needs; we were looking for ideas» (#6: Digital Technologies)«It was a huge learning process… the product was developed with the customer, allowing it to evolve a great deal» (#5: Digital Technologies)«We work closely with the physicians at the hospital where we tested the solution throughout the investigation process and they give us feedback» (#10: Engineering)«When we created the company, we had a plan. However, it is not a useful tool… If we try to implement the plan, we can die from it. We have to be careful about planning, because sometimes it is a limitation» (#30: Digital Technologies)

[ViewLarge]