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New Style Product Development

Management Decision

ISSN: 0025-1747

Article publication date: 1 February 1992

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.

Keywords

Citation

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

Publisher

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MCB UP Ltd

Copyright © 1992, MCB UP Limited