Intended for marketing executives, new product/service managers, and marketing research professionals, this work focuses on design and market testing issues/solutions for new business-to-business products and services. It includes more than 50 diagrams, tables and figures which support the text.

Preface. Designing winning products based on how customers think and buy. Modeling customer preferences for alternative product designs. Uses and usefulness of testing customer acceptance of product designs. How business-to-business buyers frame problems and the influence of Value-Added Customers Services (VACS) on supplier choice. Testing acceptance of new product designs among customers at different operating levels in client firms. Designing new products for person-situation customer segments. Testing industrial customer acceptance of new control-display panel designs in Asian, Australian and European markets. Testing a theory of manufacturers' acceptance of competing subcontractor price-quality-service designs. Testing customer acceptance and the subsequent design of new, flexible manufacturing systems (robots). Automatic cognitive processing and choice of suppliers by business-to-business customers. When superior new products are rejected. Concluding observations on designing winning products by using strategies for testing customer acceptance.