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

 

Common market research approaches - regardless whether by qualitative or by quantitative means - usually assess more or less finalised concepts of new products and services. Potential consumers and ta ...

There is greater pressure today than ever to come up with new product innovations faster than the competition, yet the hurdles marketeers must go through to minimise risk have, if anything, increased. ...

Gaston van de Laar and Lianne van den Berg-Weitzel, from Claessens Product Consultants, discuss how brand design can inspire and involve consumers, now that product experience and presentation are rec ...

Angela Pirrie, brands director at charteredbrands, provides two case studies to illustrate her contention that post-modern marketing practice encourages customisation in the way each NPD idea is appro ...

Oliver Lewis-Barclay, strategic partner at Hooper Galton, asks why do more new brands and products fail now than ever before. His answer is that we are faced with too much choice, and that in today's ...

John Griffiths, who runs Above and Beyond, a planning consultancy, argues that the brand persona is dynamic and that conventional ways of describing it are unsuitable for today's communication mix. H ...

Bruce Tait, managing partner at Tait Subler, contends that creativity should be the driving force in the development of brand strategy, and that, too often, 'scientific' based strategies lead to me-to ...

Mike Leiser, senior partner at Prophet, argues that it is the role of marketing to spur innovation and improve the financial track record of new products, services and ideas. Using a multitude of exam ...

In this introduction to Admap's focus on innovation, Roderick White looks at the changes in NPD (new product development) over the last 30 years. Still critical to success are consumer insight and un ...

This paper analyses consumer perceptions with regard to the suitability of products to anticipated usage contexts, as well as their influence on purchase behaviour. Both elements are linked to manager ...

Have you been involved in multi-country innovation research? Or ever wished you had? Do not let the hurdles of such studies hold you back, but instead make it a smart process. Inspire the innovations ...

Using the health club industry as an example, Linda Hodgson (founder of Future Cat) and Ray Algar (managing director of Oxygen Consulting) describe how scenarios can help service brands to imagine how ...

Simon Buchanan, group account director/managing partner at McCann Erickson Communications House, discusses the use of sex in advertising, and the particular problems faced by a product whose raison d' ...

Offers thirteen guidelines for successful brainstorming within companies (meetings for generating new ideas). It is essential to plan, prepare and conduct this operation correctly; if not, it can dama ...

A panel of four industry experts discuss innovation, and how they use it in their marketing plans. The panel members represent Pepsi-Cola North America, KFC Corporation, Motorola Inc. and Xerox Corpor ...

The ability to innovate is a fundamental marketing activity, yet it remains a precarious one for many marketers. Market learning is frequently viewed as a precursor to successful innovation, but the t ...

Marie Lena Tupot and Tim Stock, scenarioDNA, argue that branding today is more than providing a set of associations leading to a distinct brand image. They contend that modern brands must be more inte ...

Marketers can fast-track new products or marketing campaigns by targeting early adopters and opinion formers. Building on earlier research and work by Procter & Gamble, this paper tries to identify ty ...

From a GSM jacket to “create wear”, this paper gives an example of process innovation on wearable communication using methodologies that combine consumer insights, technology advances, trend analysis ...

New product and service ideas come from many sources including consumers in idea generation sessions. The field of creative thinking is rich with examples of how people approach and solve challenging ...

Technology guru Nicholas Negroponte gives his view on what to expect in the coming years in this edited version of his Marketing Society Summit speech. The good news for consumers is that, just possib ...

Judie Lannon talks to W.Chan Kim and Renee Mauborgne about how blue ocean strategy is helping companies seize new growth opportunities in today’s business environment by understanding the logic and pr ...

This paper is a part of a literature review for InnoSpa Research Program that is born from companies’ needs and interests to understand, measure and develop organizational innovativeness. The program ...

Innovation, in the context of invention taken to market, has long been identified as a key factor for growth of companies. This is particularly true for disruptive innovations, which radically change ...

There is not a single path to innovation. Instead, this complex process has styles and modes. The paper describes processes and addresses instruments that have helped the authors to build “innovation ...

Innovation is a theme that runs through every experience IDEO designs whether manifest in a product or a service, an environment or digitally. We have developed methods and tools to stimulate innovati ...

Using a number of US examples, Gary Grossman (president and co-founder of Innovation & Development – IDI) explains how five research approaches can be used to develop products that consumers want to b ...

`Blue oceans’ are all the industries not yet in existence, as opposed to `red oceans’, those currently existing. `Red oceans’ become crowded, competitive and hard to make a profit in, whereas `blue oc ...

Discusses how industries change. There are four `trajectories’: radical, progressive, creative and intermediating. Investment in innovation will succeed only if within the limitations imposed by these ...

This paper demonstrates how companies charged with new product development can use an effective, low-cost, qualitative market research methodology to drive the development of new, market-driven produc ...