To read this content please select one of the options below:

The impact of the new product development project on the success of financial services

Christopher Easingwood (Senior Lecturer in Marketing at Manchester Business School, Manchester, UK.)
Christopher Storey (A Lecturer in Marketing at City University Business School, London, UK.)

Logistics Information Management

ISSN: 0957-6053

Article publication date: 1 August 1995

1692

Abstract

Explores the impact of a number of aspects of the new product development project on the success of new financial services in the United Kingdom. Finds that synergy between the new product and the organization, and the quality of internal marketing, are particularly associated with eventual success for the new product. Technological advantage, market research and responsiveness (i.e. speed of development) are also associated with success. Banks seem to be particularly effective in their use of market research, whereas building societies are good at internal marketing and synergy. New interest accounts have been particularly successful because of the use of market research and the speed of their development.

Keywords

Citation

Easingwood, C. and Storey, C. (1995), "The impact of the new product development project on the success of financial services", Logistics Information Management, Vol. 8 No. 4, pp. 35-40. https://doi.org/10.1108/09576059510091896

Publisher

:

MCB UP Ltd

Copyright © 1995, MCB UP Limited

Related articles