Approaching the New Product Organisation Problem: Favour Flexibility and Variety of Attack

Abstract

Provides case studies from the industrial market of practical problems faced by companies in organizing new product activity. Places emphasis on the complexity and uniqueness of organizational planning for individual firms. Concludes that there is a need for a contingency approach to new product organization and also development of the managers responsible for such an approach.

Citation

McTavish, R. (1984), "Approaching the New Product Organisation Problem: Favour Flexibility and Variety of Attack", European Journal of Marketing, Vol. 18 No. 6/7, pp. 30-42. https://doi.org/10.1108/EUM0000000004790