Marketing strategy: New product development, R&D, de...

 

This is an article in two parts. 1) Advertising agencies used to call themselves by the names of all their founders, which could lead to accusations of poor branding (as shown in an anecdote); there i

This paper proposes a new method for evaluating new product introductions in Japan, based on user segmentation by purchase behaviour and attitude data from a single-source panel. The method is illustr

The article discusses UGC (user-generated content) and how it can be part of the marketing mix. Research shows that younger audiences are keen to take part in UGC, but it is easier for some brands tha

The idea of customer co-creation has been accelerated in recent years by 'mass customisation' made possible through the internet. The paper questions whether most consumers are able to co-create or ra

The article discusses product innovation (NPD). NPD is often hamstrung by concept creep, in which ideas that start off as unique gradually get modified until they lost all their different character.

This article argues that the debate about whether consumers can drive help innovation has moved to a new level, and the old argument about lack of imagination is now out of date. By carefully choosing ...

Innovation is essential for premier brands. But innovation is more than technology, new products or processes: it is the balance and interplay between all three. This is illustrated by the history of

In billions of chats, blogs, e-mails, and social networks, consumers are leading a massive global conversation about businesses. For executives, the value in these conversations is tremendous. Pricewa ...

This article argues that, contrary to much received wisdom, consumers are good sources of innovative ideas, and marketing companies would do well to collaborate with them. The advent of social marketi ...

Failures of innovation are not random: they are predictable - and avoidable - if managers get the categorization stage of theory right. Of the many dimensions of business building, creating products t ...

Consumers are confronted with an ever-increasing amount of products and services, but this complexity seems to generate more confusion than happiness. Companies also face intensified global competitio ...

No one looks forward to a recession, but downturns can also provide opportunities, some as a result of changes in consumer behaviour, others due to alterations in the marketing strategies of a brands' ...

How can scores from a concept tested in Germany be reliably compared with those from the same concept tested in China? Measured and true concept scores can widely vary between countries due to e.g. cu ...

The advent of Web 2.0 has given consumers a variety of ways to express their creativity, views and opinions. As such, they are no longer merely passive participants in brand relationships, but are now ...

This paper is based on the three 'Ps' of innovation: perspective, process and product. It aims to discuss how organisations can make research part of the innovation process, focusing on these three ar ...

Research is often criticised for its failure to nurture innovative ideas. In response to this situation, this paper aims to establish the experience of UK-based advertisers and creative agencies in te ...

This article reports on an annual survey (telephone and face-to-face) of 26,000 US consumers about categories and brands they use. For the first time in 11 years, 97% of the categories tracked have sh ...

This article describes how charities, not-for-profit organisations (NFP) and non-governmental organisations (NGOs) benefit from the involvement of independent research consultants such as those who be ...

This article argues that the West is no longer the dominant source of innovation given the speed and scale of activity in China, India and South Korea. These countries have diverse strengths: Korea in ...

Branding can help an organisation own an innovation, create and dominate a new subcategory and enhance the perceived effectiveness of the organisation. In this article, branding expert David Aaker arg ...

All companies like to believe they're innovative, but few bring that trait to the forefront. This paper presents five best practices for creating a culture of innovation in a marketing organization: 1 ...

Understanding the customer is one of the biggest challenges a marketer faces in his/her daily work life. A thorough understanding of the customer is the basis for a positive interaction. The starting ...

Classic automotive market research today is still very technology-oriented and product-driven. This typically becomes apparent in study designs which are rather detached from reality and everyday life ...

Consumers shop differently for OTC products than for their groceries. Advertising effectiveness, the relevance of shelf-based awareness, consumer 'buzz' and the role of the professional are key influe ...

For decades, one of the key roles of market research has been to help companies forecast customer acceptance of innovation and of changes to the marketing mix (the 4Ps). However, traditional market re ...

Marketers are facing a new range of key performance metrics inspired by changes in the social, cultural, political and economic landscapes. This article discusses seven key areas demanding their atten ...

This article argues that the creative industries (advertising and marketing) must, like any other business, keep innovating to survive. Being creative does not make you inherently innovative. One mus ...

Category slowdowns for reasons other than recession enjoy much lower rates of return on capital employed (ROCE) than other categories; they also have 28% less share growth per point of SOV/SOM, and ar ...

The brand challenge goes beyond identifying motivations and needs. What inspires a 'shared moment' that links a consumer with a brand? The analogy is with dancing - how do consumer and brand come to b ...

With the help of innovative research, TVS, a leading two-wheeler company in India, moved beyond the conventional path of functional, technical and design superiority to build a deeper connection with ...