The NPD Option

Peter Grender

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.

Brands and the innovation option

Why marketers are turning to NPD and how to manage this key function

Peter Grender

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 intelligent range extensions are the best and often only way out of this fix, but still have a high risk, high failure-rate reputation. This article describes the corporate attitudes and systems based on known principles and practical experience which can greatly reduce the risks, and drive through successful...

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