Commentary: A Strategic Execution Process for Launching New Products
Abstract
Marketing managers in high technology and information industries are a victim of paradigms, processes and tools developed out of the mass market packaged good industries. These constitute an implicit set of “rules of engagement” by which such marketers are constrained. Posits a new set of “rules of engagement” from the macro level of “core competency” versus SBUs to the micro level of long interviews and semiotics versus traditional focus groups. These are concatenated into an alternate process for new product testing and development.
Keywords
Citation
Verba, S.M. (1993), "Commentary: A Strategic Execution Process for Launching New Products", Journal of Product & Brand Management, Vol. 2 No. 2, pp. 18-32. https://doi.org/10.1108/10610429310039740
Publisher
:MCB UP Ltd
Copyright © 1993, MCB UP Limited