184439

The Complexity of Mapping Customer Needs…
(and the Myth of a Unanimous Customer)

Danielle M. Vossebeld
University Medical Center Utrecht, Heidelberglaan 100, 3584 CX Utrecht, The Netherlands

Joseph T. Foley
Reykjavik University, Menntavegur 1, Reykjavik 101, Iceland

Erik Puik
HU University of Applied Sciences Utrecht, Padualaan 99, 3584 CH Utrecht, The Netherlands