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

 

Large companies no longer have the ability to create a sort of new category brands that made them successful in the first place. This, so the article argues, is a direct result of companies' obsession ...

Although most companies claim to seek innovation, it rarely happens effectively. This is because they continue to approach the task of product innovation in the traditional way, which seldom works. Th ...

This paper examines two questions pertinent to global research : Does consumers' response to new marketing initiatives vary meaningfully across countries within the Americas region? And how can resea ...

Argues that the built-in inertia of many markets is often more significant than market quality in the success of new launches. Merely producing an excellent product is not enough; one must also unders ...

Starting from the premise that 'the package is the product', the author, the head of a pack design company, describes his design methodology which integrates pack design into the product development p ...

Discusses research techniques used in the development of Big Yellow, an electronic Yellow Pages shopping directory (Bell Atlantic), and how these techniques impacted product design and marketing. The ...

Recent years have seen an increasing recognition in many Companies of the importance of effective and continued innovation for real growth. This leads to greater focus within Companies on the process ...

Intrinsic drug factors consist of all the properties of drugs that determine its clinical profile. There is usually a large amount of clinical data available at the moment of market introduction of a ...

The Client company, a well established manufacturer of consumer durables in India was keen to manufacture and market a vacuum cleaner, specially tailored for the urban Indian household. This paper pre ...

From the standpoint of engineering (or designing) products, the case is argued for a marketing research approach that identifies the key needs of different target groups and sets out to match them and ...

The title of the famous 1930s Duke Ellington jazz number provides a metaphor for this fmcg product development case study that finally went wrong, despite the best practice and despite the best of int ...

Happy, satisfied customers are the lifeblood of any company. Well defined and delivered new products contribute significantly towards building customer satisfaction. However, while advances have been ...

'Why do some products fail while others succeed? This question has been a perennial favourite amongst managers and academics. The reasons, of course, are many, complex and interactive; some measurable ...

From own-label competition to margins, the problems that beset national brands are bad and getting worse, leaving their managers progressively less room and money for manoeuvre. New brands and intelli ...

Describes the market structure studies conducted by the Hendry Corporation. These identify the patterns of competition within and across product classes; when the category structure is understood, Hen ...

Describes the BASES Group copy-testing measures related to new-product advertising. How awareness of new brands is predicted by Related Recall with weighted GRPs. BASES analysed ASI category recall no ...

Statistical analysis of new product introductions, by year and type of industry. Explores: how new product numbers are affected by economic conditions such as the 1990-1 recession; the extent to which ...

This paper reports on part of a programme of work at the Centre for Marketing and Communications at the London Business School, supported by some 30 leading companies in the UK and USA. It shows that ...

Second part of a two-part article based on a paper delivered at a KAE conference on new product development, March 1985; the first part was published in June 1985 (no.2792). This article deals with er ...

First part of a two-part article based on a paper delivered at a KAE conference on new product development, March 1985; the second part was published in July/August 1985 (no.2789). This part discusses ...

There have been many attempts to form an explanatory theory of how advertising works, but no one has yet postulated a theory of merchandising. Drawing heavily on the developing science of environmenta ...

The increasing riskiness and cost associated with product development are major blocks to the successful marketing of new products. This study discusses the application of magnitude estimation scaling ...