Electronic Resource
Bingley
:
Emerald
The @journal of product & brand management
14 (2005), S. 260-263
ISSN:
1061-0421
Source:
Emerald Fulltext Archive Database 1994-2005
Topics:
Economics
Notes:
Purpose - Proposes exploring a unique approach to the new product development process and its implications for new product developers Design/methodology/approach - The case was written after in depth interviews with company managers and customers. Findings - Provides information and a description of an innovative guiding philosophy applied to new product development. Research limitations/implications - As with most case studies the situation, industry response and results are pertinent to this particular company. There may be limitations in generalizing to other industries or other companies. Practical implications - Demonstrates a reactive approach to new product development. Also illustrates a successful means of interacting with government markets. Originality/value - The case reflects a successful strategy based on establishing a trusted expert position in an environmental protection industry. That position allowed the company to act as a pollution avoidance advocate and to gain effective access to decision makers within their customer companies. Within this industry, the strategy is effective and may be emulated.
Type of Medium:
Electronic Resource
URL:
http://dx.doi.org/10.1108/10610420510609276
|
Location |
Call Number |
Expected |
Availability |
