Detection of business needs for the development of products and services (Review)

Abstract

In the current context characterized by high technical development, the globalization of information and the intensive use of technologies, companies face an increasingly competitive world, so their strategies must be aimed at satisfying their customers in such a way that they build loyalty with their products and services. In Cuba, companies progressively apply marketing as a philosophy and management tool; however, there are still problems in their implementation that do not allow achieving better results, so in this research, the objective is to perfect market studies for the development of products and services as a way of contributing to the increase in the level of satisfaction of the companies that make up their target market, and for this purpose, the theoretical bases are studied to design a procedure to guide the development of new products and services based on the detection of real needs of companies.