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| Tekijä: | Ordanini, A. Rubera, G. Sala, M. |
| Otsikko: | Integrating functional knowledge and embedding learning in new product launces: how project forms helped EMI Music |
| Lehti: | Long Range Planning
2008 : FEB, VOL. 41:1, p. 17-32 |
| Asiasana: | knowledge engineering learning new products projects creativity music industry |
| Kieli: | eng |
| Tiivistelmä: | This paper examines whether and how the use of project-based structures can address the challenges of knowledge creation, retention and transfer in new product development processes. These challenges are especially problematic in the creative industries where getting marketing to work together with the creative side is a complex task, and where traditional sequential models for NPD appear to perform badly. This article investigates a recent strategy by EMI Music to use projects for organizing the launch of promising new releases onto the music market. It is illustrated how projects assist in integrating marketing and creative people with their knowledge in a purposeful way, and disseminating the consequaential learning across iniatives. |
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