Applying Lead-User Method for New Product Development: A Case of Consumer Electronics

Student: Karpeev Ivan

Supervisor: Konstantin Fursov

Faculty: Institute for Statistical Studies and Economics of Knowledge

Educational Programme: Science, Technology and Innovation Management and Policy (Master)

Year of Graduation: 2018

The paper is dedicated to the analysis of applicability of Lead User Method to ensure success of startups while dealing with innovative products. The research consists of theoretical and practical parts. At the first stage the document analysis of the related literature and available information sources, observations of related theoretical concepts was developed in order to develop hypothesis on applicability of Lead user Method to assure startups success. Then at the further stage a single-case study of Yota Devices company was conducted. The structure of case study is as follows: analysis of primary and secondary data, analysis of market trend and user needs for Russian consumers, deep interview with company representatives, analysis of specialized communities of lead users.

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