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Journal cover: Journal of Product & Brand Management

Journal of Product & Brand Management

ISSN: 1061-0421
Incorporates: Pricing Strategy and Practice

Online from: 1992

Subject Area: Marketing

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New product development practices in consumer versus business products organizations


Document Information:
Title:New product development practices in consumer versus business products organizations
Author(s):Nessim Hanna, (Professor in the Department of Marketing, Northern Illinois University, DeKalb, Illinois, USA), Douglas J. Ayers, (Assistant Professor in the Department of Marketing, Northern Illinois University, DeKalb, Illinois, USA), Rick E. Ridnour, (Assistant Professor in the Department of Marketing, Northern Illinois University, DeKalb, Illinois, USA), Geoffrey L. Gordon, (Associate Professor in the Department of Marketing, Northern Illinois University, DeKalb, Illinois, USA)
Citation:Nessim Hanna, Douglas J. Ayers, Rick E. Ridnour, Geoffrey L. Gordon, (1995) "New product development practices in consumer versus business products organizations", Journal of Product & Brand Management, Vol. 4 Iss: 1, pp.33 - 55
Keywords:Consumer marketing, Decision making, Marketing strategy, New product development, Product management, Product-focused organizations, Top management
Article type:Literature review
DOI:10.1108/10610429510083749 (Permanent URL)
Publisher:MCB UP Ltd
Abstract:Most recent work in the area of new product development has been of a theoretically prescriptive basis, ignoring, to a large degree, the current state of affairs in US corporations. The study examines, on a comparative basis, consumer and business products organizations, practices being utilized to guide the development process and key factors influencing the success/failure of the process. Results from an empirical study reveal that: (1) there is no one best means to structure the process; (2) top management commitment to and support of the process is a critical factor; (3) knowledge of markets and customers remains elusive; and (4) more similarities than differences exist between the practices undertaken by and the factors influencing success/failure in consumer versus business products organizations.



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