A Multinational Approach to New Product Development

Abstract

Proposes that for a company to survive it must be aware of change and react constructively to the opportunities which this creates. Outlines one situation where this problem appears to have been addressed by analysing International Distillers and Vintners successful efforts to develop a new product. Concludes from this example that it is important to find the right internal environment and organized structure.

Citation

Espey, J. (1985), "A Multinational Approach to New Product Development", European Journal of Marketing, Vol. 19 No. 3, pp. 5-18. https://doi.org/10.1108/EUM0000000004749