A value based orientation to new product planning
Abstract
Offers a framework which can assist managers to carry out new product planning and development activities with an explicit focus on consumer value perceptions. Describes how consumer perceptions of benefits and sacrifices are related to value perception. Presents conditions for successes of each orientation and provides directions for modifying strategic focus in response to changing conditions.
Keywords
Citation
Mazumdar, T. (1993), "A value based orientation to new product planning", Journal of Consumer Marketing, Vol. 10 No. 1, pp. 28-41. https://doi.org/10.1108/07363769310026557
Publisher
:MCB UP Ltd
Copyright © 1993, MCB UP Limited