Inland technology: the quest for genuine replicas

Abstract

Purpose

Proposes exploring a unique approach to the new product development process and its implications for new product developers

Design/methodology/approach

The case was written after in depth interviews with company managers and customers.

Findings

Provides information and a description of an innovative guiding philosophy applied to new product development.

Research limitations/implications

As with most case studies the situation, industry response and results are pertinent to this particular company. There may be limitations in generalizing to other industries or other companies.

Practical implications

Demonstrates a reactive approach to new product development. Also illustrates a successful means of interacting with government markets.

Originality/value

The case reflects a successful strategy based on establishing a trusted expert position in an environmental protection industry. That position allowed the company to act as a pollution avoidance advocate and to gain effective access to decision makers within their customer companies. Within this industry, the strategy is effective and may be emulated.

Citation

Pitta, D. (2005), "Inland technology: the quest for genuine replicas", Journal of Product & Brand Management, Vol. 14 No. 4, pp. 260-263. https://doi.org/10.1108/10610420510609276