Editing New product development (section)

=== Customer-centric product development ===
Customer-centric new product development focuses on finding new ways to solve customer problems and create more customer-satisfying experiences. Companies often rely on technology, but real success comes from understanding customer needs and values. The most successful companies are the ones that differentiated from others, solved major customer problems, offer a compelling customer value proposition, and engage customers directly,<ref name=hw /> and systematically.<ref>{{Cite journal|title=Manage Customer Centric Innovation Systemically|url=https://hbr.org/2006/04/manage-customer-centric-innovation-systematically|access-date=|journal=Harvard Business Review|date=April 2006|language=en|last1=Selden|first1=Larry|last2=MacMillan|first2=Ian}}</ref>