Managing The Diffusion Of Innovation
A new research concept and new marketing tools
Martin OxleyNFO Europe Interactive andClive NancarrowBristol Business School
Background
Introduction
New product development (NPD) is crucial to the long-term survival of many organisations. For marketing research to successfully contribute to the NPD process it should, ideally, play a pivotal role in the process from idea generation, concept evaluation and marketing mix development through to test marketing. Post-launch marketing research also plays a key role to help decide what levels of marketing support to put behind the product and/or what modifications to make to...