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| Author: | McGuiness, N. W. Conway, H. A. |
| Title: | Managing the search for new product concepts: a strategic approach. |
| Journal: | R. and D. Management
1989 : OCT, VOL. 19:4, p. 297-308 |
| Index terms: | R&D MANAGEMENT NEW PRODUCTS |
| Language: | eng |
| Abstract: | There is little in the academic literature about the way ideas for new products emerge and how the emergence is managed. Any firm that wants to pursue a new product strategy must foster a climate which positively discriminates in favour of that strategy. An important ingredient of that strategy must be a deliberate search for new product ideas backed by sufficient resources to carry it out. These conclusions are drawn from an analysis of 35 new product search projects generated in ten North American companies dependent on high-tech product development and the ability to compete internationally. It was found that the most common goal spurring on new product search was the need for growth or to achieve market domination. The role of top management in success is stressed. |
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