Integration of Consumer and Management in NPD

Simon Patterson and Andrew Burton

This paper argues for closer integration of qualitative consumer understanding into the management applications and philosophy of NPD with the aim of improving throughput and quality.
  

Integration of consumer and management in NPD

Andrew Burton andSimon Patterson CRAM International Ltd

INTRODUCTION

Consumers now expect continual change and improvement in their lives and in the products and services they use. This can be at a brand level through symbolism, communications, graphics, pack design etc., but inevitably change must eventually take on a physical, tangible form to maintain credibility. Otherwise there is product parity and brands depend solely upon psychological factors and marketing techniques. While 'image' is of unquestionable importance, the input of product innovation is essential to competitive advantage.

There is then...

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