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| Author: | Johne, A. |
| Title: | New style product development |
| Journal: | Management Decision
1992 : VOL. 30:2, p. 8-11 |
| Index terms: | JAPAN MARKETING INNOVATION PRODUCT DEVELOPMENT USA UNITED KINGDOM |
| Language: | eng |
| Abstract: | The distinguishing feature of new style product development is that it allows companies to achieve new sales growth even in markets which many suppliers regard as mature. Success is achieved by using marketing skills to focus technical skills. The operational requirements for making the approach work in large organizations are discussed. Several examples of new style product development in American, Japanese and British companies are mentioned. Three key activities are examined in detail: 1. market championing; 2. networking; and 3. alignment of aspirations. Even when companies lack the will and the means to engage in new style product development, it is important for them to consider the merits of the approach. |
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