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

 

Most new products fail. Failure is attributed to the proposition (weak advertising, parity product, high price, etc.) or to the marketing plan (inadequate media, low distribution, etc.). This interpre ...

One of the significant issues facing brand owners is the successful introduction of new products and/or services to market. The importance of facilitating new product diffusion is increasingly importa ...

A summary of an article in the Harvard Business Review about the need for customer 'solution' information in R & D. By developing suitable internet tools customers can quickly make a significant cont ...

Using the mobile phone market as an example, the paper explores the 'depth' of adoption (within individuals) of a new product in the context of the breadth (the number of people involved). It looks at ...

This paper discusses a technique that combines consumer survey data with learning about in-market purchasing dynamics in order to predict sales volume potential for a new product at the individual con ...

Recent changes between car manufacturers and their suppliers accent the need for shared consumer knowledge. The relation between carmakers and their suppliers is gradually evolving from the purchase o ...

This paper highlights the unique challenges faced by automotive manufacturers as they attempt to market some advanced propulsion technologies, such as hybrid-electric powertrains while simultaneously ...

The new vehicle market is becoming increasingly competitive. New niche markets are being established and as a result manufacturers have to offer a wider variety of products to cater for these new segm ...

This paper describes how the impact of new Generation Y automotive consumers in the American marketplace is being handled by Honda's research and development arm in the United States. This division is ...

In 1999 Profit Impact of Marketing Strategy produced the definitive report on the lessons learned from recessions occurring over a thirty year period. Now in 2001 it is worth revisiting the data to d ...

New brand launches still have a low success rate. This may be due to gaps in theory, rather than faulty testing or development procedures. Ernst & Young (US, 1997) found a 67% failure rate among truly ...

Argues that management needs to become more creative, and market research with it. Management has tended to become fossilised in a traditional, mechanistic set of procedures fragmented between departm ...

The prevailing business climate these days is increasingly competitive, pushing marketers not only to innovate but also to do this faster than the competition. International competition, fragmented an ...

The author describes how Sony views its brand, and the methods it uses to keep the brand fresh and relevant to its customers, amongst which is the 'lifestyle network concept'.

This paper is one of 18 selected by the Editorial Review Board of The Journal of Advertising Research to be a 'classic' - an article that has withstood the test of time. First published in 1972, the ...

Brand extensions constitute an estimated 95% of the 16,000 launched in the United States every year. In the research described here, the authors introduce a categorization-based procedure to help mar ...

Describes a study that investigates the effects of different design colours on the same product, particularly in the way that it is perceived and evaluated by consumers. The experiment reported is pa ...

The author argues that the reason so many new products fail is less to do with features and more to do with how consumers perceive them.

A fictional case study based on an attempt to launch a new range of products based on organic foods. If you want real innovation you have to split it from the core business unless, of course, the core ...

Computer modelling of research-derived preferences is shown to guide new product development. The article presents a three-stage system that sustains customer-driven innovation, on the basis of a thre ...

This authors of this paper argue that brand leadership is not about reacting, but about anticipating and taking risks. The imperative for change and innovation is particularly evident when national br ...

This paper is about product innovation and introduction. More specifically, a framework for understanding the relationships between innovation, category characteristics and successful new product inno ...

Discusses how innovations should be managed. There has to be a process in the company that makes marketable products/services from concepts. Producing and marketing new products is therefore a linked ...

Describes research to help Kimberley-Clark to develop a revolutionary range of washroom hand towel dispensers. Concept development and the design process are covered: the target market is very conserv ...

This paper aims to demonstrate that innovation has never been more important to companies and that the 'paradox approach' is an important ally to come up with genuinely innovative proposals for produc ...

While consumers are at the heart of the innovation problematic, they are today largely excluded from the process of developing new products and services. The opinion of consumers is sought before or a ...

Argues that, for a multinational to introduce a product into a burgeoning third-world country like India, mere adaptation (though often necessary) is not enough: full-scale innovation is often needed. ...

Although consumers cannot tell advertisers what new products to launch or how to reposition a brand, they can be asked to build the big idea and spot the market opportunity. The keyword here is future ...

Good marketing can cause companies to fail. Several large, famous American companies got caught out by 'no frills', newcomers providing disruptive technology and coming from unexpected directions. Com ...

Michael Dell explains the ideas that have made direct sellers Dell Computers into one of today's great success stories. The success is attributed to the staff, who are given a sense of personal invest ...