Developing market‐driven product strategies

Abstract

Successful companies encounter unique competitive challenges. However, there are several product strategy initiatives that are relevant to all organizations seeking to develop market‐driven strategies. Key initiatives include the leveraging the business design, recognizing the growth mandate, developing market vision, achieving a capabilities/value match, exploring strategic relationships, building strong brands, brand leveraging, and recognizing the advantages of proactive cannibalization. We propose a product strategy agenda for review by executives in identifying which initiatives should be assessed relative to the needs of their organization.

Citation

Cravens, D.W., Piercy, N.F. and Prentice, A. (2000), "Developing market‐driven product strategies", Journal of Product & Brand Management, Vol. 9 No. 6, pp. 369-388. https://doi.org/10.1108/10610420010356975