Making industrial new product development market led
Abstract
Studies the methods used to ensure that new product development in an industrial and technical environment is market led. Begins with the customer active paradigm of Eric Von Hippel, and then develops a proactive approach to new product development. Reports on a three‐year action programme applied to a UK division of a multinational corporation. Although the study is concentrated on one in‐depth longitudinal example, the authors are confident that the results can be applied more widely.
Keywords
Citation
Coates, N. and Robinson, H. (1995), "Making industrial new product development market led", Marketing Intelligence & Planning, Vol. 13 No. 6, pp. 12-15. https://doi.org/10.1108/02634509510094138
Publisher
:MCB UP Ltd
Copyright © 1995, MCB UP Limited