Integration of consumer and management in NPD
Andrew Burton andSimon Patterson CRAM International Ltd
INTRODUCTION
Consumers now expect continual change and improvement in their lives and in the products and services they use. This can be at a brand level through symbolism, communications, graphics, pack design etc., but inevitably change must eventually take on a physical, tangible form to maintain credibility. Otherwise there is product parity and brands depend solely upon psychological factors and marketing techniques. While 'image' is of unquestionable importance, the input of product innovation is essential to competitive advantage.
There is then...