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| Author: | Svendsen, M.F. (et al.) |
| Title: | Marketing strategy and customer involvement in product development |
| Journal: | European Journal of Marketing
2011 : VOL 45:4 p. 513-530 |
| Index terms: | product development marketing international business norway customers relationship marketing |
| Language: | eng |
| Abstract: | This paper aims to investigate the impact of a firm's marketing strategy on involving customers in new product development. Special attention is to be paid to three facets of a marketing strategy: product differentiation, competitor orientation and brand profiling emphasis. The research is quantitative and bases on a survey in Norway. One of the findings is that customer involvement increases customer profitability. |
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