ABSTRACT
This chapter addresses the testing of industrial prototypes by potential users. It concerns the user involvement in product development. When developing new consumer products, the product testing and market introduction stages are clearly separated. With industrial innovations this distinction becomes artificial since the firms testing the new product are generally the first buyers too and are used as commercial references. The product champion's enthusiasm and belief in the new product can act as the driving force behind the buying organization's interest in the innovation. The marketing of technically complex industrial innovations involves much more than the marketing of a mere new product. Apart from the physical product, considerable attention should be paid to the knowledge embodied in the innovation as well. The framework must be looked upon as a general scenario that offers guidelines to management that will prevent them from overlooking important aspects and will improve their decision-making with respect to testing prototypes with potential users.
