New Product Development

Abstract

Change, Adaption and Development are central to modern marketing. This paper provides an overview of the subject area of innovation and new product development. The critical role of change in modern industrial and industrialising societies is explored in depth. Emphasis is given to the managerial implications of research to date. Key issues such as the interplay between creativity, the motivating force behind invention, and control, the basis for successful innovation, are reviewed Changing attitudes and approaches to new product development play a major part in this study, particularly the growing awareness that innovation is no longer an end in itself, but a part of a carefully controlled marketing system.

Citation

Cannon, T. (1978), "New Product Development", European Journal of Marketing, Vol. 12 No. 3, pp. 217-248. https://doi.org/10.1108/EUM0000000004970