Mobile Finds Girls' Taste: Knorr's New Product Development

Shintaro Okazaki

This paper describes one case pertaining to Knorr's mobile-based new product development projects in Japan.

Mobile Finds Girls' Taste: Knorr's New Product Development

Shintaro OkazakiUniversidad Autónoma de Madrid

INTRODUCTION

In recent years, discussions about the effectiveness of mobile advertising keep growing. According to WirelessWeek, “Mobile advertising seems to be an industry that's about ready to explode, chasing the billions already being spent on Internet advertising” (Smith 2007). A recent survey by Strategy Analytics also shows that mobile advertising spending reached $1.4 billion in 2007; with the wider adoption of mobile technology by both businesses and consumers, this number likely will rise to $14.4 billion by 2011 (InfoMobile 2007). As eMarketer (2008) reports,...

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