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| Author: | Johne, A. Snelson, P. |
| Title: | Successful product innovation in UK and US firms. |
| Journal: | European Journal of Marketing
1990 : VOL. 24:12, p. 7-21 |
| Index terms: | NEW PRODUCTS PRODUCT DEVELOPMENT UNITED KINGDOM USA |
| Language: | eng |
| Abstract: | Product and marketing innovation present a particularly rich variety of competitive options. Managers need to learn more about the intricacies of product development. A field study looked at the product development tasks in a sample of UK and US firms. Markets sampled were mechanical engineering, chemicals, electrical engineering, and food. In order to discover managerial differences strategy, shared values, style, structure, skills, staff, and systems were surveyed; characteristics of successful and less successful innovators are presented. Successful firms distinguished themselves by balanced effort between updating existing product lines and developing new products, and efficient speedy development work. |
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