Managing the diffusion of innovation

Professor Clive Nancarrow and Martin Oxley

One of the significant issues facing brand owners is the successful introduction of new products and/or services to market.

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...

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