New Style Product Development

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. Discusses the operational requirements for making the approach work in large organizations, drawing on examples of new style product development in American, Japanese and British companies.

Citation

Johne, A. (1992), "New Style Product Development", Management Decision, Vol. 30 No. 2. https://doi.org/10.1108/00251749210011142