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

 

Laura Morris, an account director at Nunwood, explains open innovation, the concept of inviting customers inside organisations to act as co-developers of exciting new products and services (online and ...

James Bull, creative director of Moving Brands, believes that too many brands are based on a static print-based identity like a logo. He argues that to flourish in the modern world, both brand and adv ...

In this article, Magnus Willis, founding partner of Sparkler, contends that we are currently in a third marketing age - the age of consumer collaboration - which has a particular relevance for brand i ...

In this article, Michael White, Vice President, Panels and Communities at MarketTools, argues that traditional methods of developing new products will not come up with the break-through innovations th ...

In this introduction to Admap's report on innovation and creativity, Roderick White looks at why so many new products fail (80% according to most analysts). This is partly through inaccurate descripti ...

Based on their book 'Mavericks at Work', in which they analysed 32 uniquely innovative US companies, William C. Taylor and Polly Labarre argue that it is no longer good enough to aim to do the same th ...

This Marketing Society award-winning case study describes the systems used by the Vodafone Group for global new product development and competitive differentiation. It is a custom-tailored, highly dia ...

Large marketing companies are seldom good at radical innovation, because this process is inherently unpredictable, and as likely to be as due to luck as much as to skill. This is why most radical inno ...

The 'innovation funnel' is the process by which ideas are tested and weeded out in order to find the eventual 'winners'. This article argues that such funnels don't work: they stifle creativity and ma ...

In this article, Andy Cohen, author of Follow the Other Hand, discusses the key lessons companies must learn if they are to put innovation at the centre of their activity. He borrows lessons from the ...

This article discusses how to create a company environment in which insights and analytics truly nourish the organisation's growth potential. Three best practice questions are discussed: what work are ...

Consumers should be at the heart of client innovation initiatives. This paper provides brand owners with a fresh perspective when thinking about how to involve consumers in processes linked to innovat ...

This paper addresses one of the core roles of market research, that of a translator between the business objectives of clients and the needs of people, and demonstrates that it is increasingly importa ...

Understanding the underlying needs of Asian women in using new products and services will provide a compass for the innovation journeys of companies. Exploring the innovations described by women in t ...

Lawrence Knight, principal and founder of fletcher-knight - discusses the role of 'open networks' on the web for generating new ideas and new ways of doing things. He argues that the benefits are alre ...

Digital technology is developing at a staggering rate, but there is a danger that it could collapse as the dotcom boom did if companies do not change their attitude to consumers. Consumer ability to u ...

Adopting a reach optimising approach to category assortment development presents significant advantages over a simplistic volume based solution. In evaluating category reach, however, we must take int ...

This paper reports on the launch of Jaguar's C-XF concept car, a radical new design for the company that will influence its next generation of models. The paper discusses the experiential marketing ca ...

This article discusses how to innovate for the Chinese market so as to appeal to Chinese women aged 15-45. Simple improvements which help to make life better and simplify the work-family balance are w ...

This article discusses the importance of developing new products. It is not inventions as such, but the new products based on them, that change the world. New products have impact in three ways - psyc ...

Gary Grossman, president of Innovation and Development Inc., discusses product and packaging innovation in the context of the US deodorant market and the development of Gillette Clear Gel. He describe ...

In this article, James Dyson argues and vividly illustrates the case for greater recognition in Britain for inventors and engineers. The country is not producing nearly enough engineering graduates an ...

Shaziya Khan, vice-president and strategic planning director at JWT India, investigates why, given the consumers' avowed preference for nature-based and 'green' products, they still (in the main) repr ...

This paper addresses the importance of a corporate brand identity, the importance of market research, and how results were implemented and made use of within the company. The paper shares the process ...

This paper is based on Philips Design's 'Research through Design' program, intended to develop business options with high potential value and in timely manner. The paper outlines an approach to assess ...

This paper brings a new and interesting view of how to explore innovative ideas in early stages with consumers, making them powerful and even more relevant and avoiding future project fails. This meth ...

Against a backdrop of today’s saturated marketing environment, Puri and Raj describe launching new products in India. The success of Aruba rum rested on ‘unearthing the insight’ that hidden in the pe ...

This paper explores Argentinean, Brazilian, Mexican and Venezuelan urban societies through an ethnographic approach. It elucidates their relative position towards the technological evolution process a ...

The success rate for new products and services is still far too low (below 5% in the UK). A major reason is business friction between departments. This is illustrated by T-Mobile's failure to deliver ...

Products function in a world inhabited by people, and not a single product operates without interaction (either directly or indirectly) with a human. Emotions are typically human, and our emotional ex ...