New Product Development

CHAPTER 12 New product development SUSAN HART Of the many factors associated with successful NPD, paradees and structures which argon customer-focused duplicate (Cooper, 1979; Buy this file from http://www.download-it.org/learning-resources.php?promoCode=&partnerID=&content=story&storyID=1377 Maidique and Zirger, 1984; Craig and Hart, The enquire to create customer-relevant business 1992). A customer focus may be manifested in processes is a recurrent theme in marketing NPD in numerous ways, spawning much evidenced in the underlying themes of pre seek into the nature of new product activvious chapters particularly those transaction with ities: their nature, their chronological succession and their the nature of marketing, competitiveness and organization (Mahajan and Wind, 1992; Griffin, strategies. Todays successful firms learn and 1997). In this chapter, the activities, their re-learn how to deal with the dynamics of sequence and organization required to develop consumers, competitors and technologies, all of new products are discussed in the light of an which require companies to review and reconextensive body of research into what distinstitute the products and services they offer to guishes successful from unsuccessful new the market. This, in turn, requires the developproducts.

The chapter starts with an overview ment of new products and services to replace of the commonly used NPD process model current ones, a notion inherent in the discusbefore going on to a general discussion of the sion of Levitts (1960) Marketing Myopia. A usefulness of models in the NPD context. It new report into Best New Product Practice in then develops an integrating model of NPD the UK showed that, across a unspecific range of and, finally, issues identified in current research labor sectors, the average number of new regarding organizational structures for NPD products launched in the preceding 5 years was are considered. 22, accounting for an average 36 per cent of sales and 37 per cent of... If you want to fetch a full essay, order it on our website: Ordercustompaper.com

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