A framework for analysing-consumer orientation of biotechnologist

Abstract

Analysis of the reasons for product success or failure showed that the major factor was a poor understanding of consumer needs by the people involved in the product development. In other words lack of consumer orientation of scientists could be the major reason for failure of many products. We expect that this study could throw new insights about the process and factors influencing scientists consumer orientation. The findings could help in developing policy measures to influence the behaviour of the scientists to get closer to the consumers, listen to their voice and look beyond.