Vodafone: adopting a system for managing new ideas

This Marketing Society award-winning case study describes the systems used by the Vodafone Group for global new product development and competitive differentiation.

Vodafone: adopting a system for managing new ideas

Jonathan TurnerOxford Strategic Marketing

The Vodafone Group provides a full range of mobile telecommunications services, including voice and data communications. Vodafone has equity interests in 27 countries and partner networks in a further 27 countries with almost all the group's mobile subsidiaries operating principally under the brand name 'Vodafone'. Turnover for year end March 2006 was £29.4 billion.

A big issue for companies like Vodafone in the mobile phone market has been how to differentiate. New, breakthrough products are critical to win in this highly competitive sector. However, the industry has...

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