Rozwój nowego produktu poprzez wykorzystanie koncepcji zarządzania designem

It was said, that only products that fulfill customer needs, are profitable. Today, in the era of the Internet, globalization and unrestricted access to information, the ability to produce even unique product is not always a guarantee of success. Designers, marketers and managers try to recognize and satisfy their customers. However, it turns out that the customer doesn’t dictate them his needs, but they have the main role – they must create these needs in the mind of the recipient. The paper shows the necessity of the new look at the customer’s language, redefinition the meaning of his needs and the role of design management in the process of creating a new product.