{"product_id":"9780230219762","title":"Identifying Hidden Needs : Creating Breakthrough Products","description":"\u003cp\u003eToo many new products fail. New products which are hard to differentiate from existing products won't capture the customer's imagination. The failure is due to a poor understanding of customers' needs. Companies need to take a radical approach to identifying customers' real needs, and this book demonstrates innovative ways to achieve this.\u003c\/p\u003e","brand":"Palgrave Macmillan","offers":[{"title":"Default Title","offer_id":49092451336419,"sku":"00000_00000_00000_00000","price":64.99,"currency_code":"USD","in_stock":true}],"thumbnail_url":"\/\/cdn.shopify.com\/s\/files\/1\/0764\/3758\/6147\/files\/9780230219762-1.jpg?v=1788502975","url":"https:\/\/usa.kinokuniya.com\/products\/9780230219762","provider":"Books Kinokuniya USA","version":"1.0","type":"link"}