| Author: | Coates, N. Robinson, H. |
| Title: | Making industrial new product development market led |
| Journal: | Marketing Intelligence and Planning
1995 : VOL. 13:6, p. 12-15 |
| Index terms: | MARKETING MULTINATIONAL COMPANIES UNITED KINGDOM |
| Language: | eng |
| Abstract: | This article is based on a three-year programme of action research. Care is required in interpreting the results of one case history, especially with reference to how far it is possible to generalize the experience to other situations. Nevertheless, the benefits of seeing a comprehensive picture with all its facets are considerable. The richness gained from this one case situation would probably not have been possible from a large-scale survey that would be statistically valid, but limited in scope. The applied research was undertaken for a blue chip company which is involved in the design, development, manufacturing and marketing of specialist industrial products. |
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