The importance of developing products that address customers’ unmet needs

Case Study - Airbus

Many new products, no matter how well developed, can still fail. This makes R&D expenditure highly risky for many businesses. For example, despite the Airbus A380 being over 10 years old, the European aircraft maker had only sold 350 units by the end of 2016 (it’s target is to sell 1,200 units by 2025).

Take a look at this short video clip that examines why the Airbus A380 has lacked success, despite the huge efforts to meet changing customer demands:

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