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.

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