Overcoming the barriers to market‐oriented product development

Abstract

Discusses the concept of market‐oriented product development and describes the extent to which a number of Danish food companies and Dutch manufacturers of medical equipment were market oriented in developing new products. The results are combined with the current product development literature to identify the major barriers that prevent managers from capitalizing on existing normative results regarding market‐oriented product development. Concludes with major implications for both researchers and practitioners.

Citation

Biemans, W.G. and Harmsen, H. (1995), "Overcoming the barriers to market‐oriented product development", Journal of Marketing Practice: Applied Marketing Science, Vol. 1 No. 2, pp. 7-25. https://doi.org/10.1108/EUM0000000003882