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

 

For humancentric innovation, it is important to understand people in their everyday life context and anticipate this in developing and creating solutions. Therefore, it is necessary to involve people ...

This paper highlights the way a more strategic approach to marketing intelligence can dramatically improve ability to predict the future. The professional marketing intelligence team - both the client ...

This paper aims at discussing differentiated forms of approaching small targets of technology products of very low incidence such as Bluetooth in Latin America, exploring the receptivity of the Brazil ...

This paper details a practical example of Capitalizing (TM), a research tool with an innovative method that estimates the brand's contribution to the market share and to the price of a product (or ser ...

Product innovations are developed for a future market with future consumers. Engineers and decision-makers need to understand both to be successful. This paper shows an empirically-based framework whi ...

This paper proposes the 'Systematic Innovation Methodology' as an option to conventional consumer research and understanding methods. Not only does this methodology help translate insights into succes ...

Need based segmentations are based on psychological needs or motives present in every one of us. The more fundamental these needs are, the more they can be considered universal: the need for status is ...

An overview of how beers are approaching marketing and communications in an increasingly competitive environment. The Harvard Business Review claims that of 30,000 new consumer products launched in 2 ...

David Meer and Richard Steele, both partners at Marakon Associates New York, examine 'great growth ideas'. They discuss why the traditional approach to gathering and synthesising customer insight has ...

Using a wealth of examples, Tim Jones, principal of Innovaro, illustrates how radical or 'disruptive' innovation can fundamentally change major markets. In particular he looks at technology driven dis ...

The diamond industry is in a crisis, billions of pounds in debt and with both prices and demand largely static. Despite the best efforts of industry giant De Beers to reverse this trend, this article ...

While there is a significant body of research on the organizational climate that is conducive to innovation, most of this research has a strong 'western' bias, concept, practice or culture. How much o ...

This paper provides practical strategies for fostering a culture of innovation throughout your entire organization, a culture that both stimulates and places a high value on creative thinking and team ...

This paper describes the problems of identifying future innovation opportunities in domains, supporting emergent understanding of opportunities among collaborators and applying the knowledge about opp ...

Innovation is not simply a buzzword, but is becoming a reality within organizations. Market research is positioned as the natural place for user-centered innovation within companies, but this is not a ...

Why is innovation such a struggle? The greatest challenges most organizations face when innovating lie within their own organization, people and working practices. Successful commercial organizations ...

Traditionally market research is seen as a part of Marketing with its core task to support marketing and R&D in their relations with consumers. The market researcher can do more - that is to help the ...

This paper presents two aspects of innovation for companies that fall into the class of 'solution providers'. The paper first provides a quantitative analysis of what drives the professional's percept ...

An effort to understand innovation drivers - those factors that motivate and shape innovation efforts, and determine their success or failure - seemed to be a promising way to discover what factors ma ...

This paper presents a model for understanding how markets can be created in the space of market recognition. The failure of incumbent firms in the face of disruption can be ascribed to three broad cau ...

Michele Levine, CEO of Roy Morgan Research, takes a thorough look at what makes an innovation a success. She contends that it goes beyond R&D, multi-disciplinary approaches, technology and consumer f ...

Research is often criticised for helping to kill off new products and ideas. Laura Morris, senior client consultant at Nunwood, sets out to identify the main pitfalls of innovation research, and expl ...

Argues for the importance of instinct in successful business and marketing innovation. As businesses have grown they have become complex and compartmentalised, and have sought to limit risk by relying ...

Argues that it is dangerous for a company to lose sight of the basics (investing in its big brands) by diverting resources into too many peripheral activities. Procter & Gamble in the late 1990s did t ...

Argues that successful marketers must have both the mathematical rigour of Einstein and the imagination of Picasso. They must be more than internal organisers operating within a given world view. Lead ...

Most consumer goods companies still depend for growth on the `invention' of new products in-house, supported by large R&D expenditure. This is failing to deliver: growth remains elusive and most new p ...

This paper proposes a social networking and action research approach to futures research in a time of transformative paradigmatic change. It is argued that this situation calls for the hybridization o ...

As consumer healthcare costs escalate, the pharmaceutical industry continues to lose consumer trust. Pharmaceutical companies can reduce consumers' drug costs as a route to improving the industry's im ...

Innovation is essential to the success of almost any product or service, but the term is used by almost every company which is seeking to promote its latest offering. This article presents a guide on ...

For human centric innovation, it is important to understand people in their everyday life context and anticipate this in developing and creating solutions. Therefore, it is necessary to involve people ...