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| Author: | Crawford, C. M. |
| Title: | The dual-drive concept of product innovation |
| Journal: | Business Horizons
1991 : MAY-JUN, VOL. 34:3, p. 32-38 |
| Index terms: | PRODUCT DEVELOPMENT INNOVATION NEW PRODUCTS TECHNOLOGY MARKETS |
| Language: | eng |
| Abstract: | The new approach to product innovation is called dual drive, to contrast it with the two single drives of technology and market. In this approach, every new product project, before it gets under way, has the dual direction of a specific market and a specific technology that will be used to find the solution to that problem. The nature of the dual strategy is spelled out in contrast to the old, and the very unique set of actions necessary to implement in profitability is described. The term "product" includes both goods and services; service firms often become technology driven because of their fixed base of service facilities. |
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