New Product Development: A Literature Review

States that the emergence of a formalised new product development can be attributed to the needs of companies in the capitalist system for maintaining a competitive advantage in their operating markets. Describes the process as one of innovation defined as:'the technical, industrial and commerc...

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Bibliographic Details
Published in:	European journal of marketing 1983-03, Vol.17 (3), p.3-30
Main Author:	Goulding, Ian
Format:	Article
Language:	eng
Subjects:	Consumer attitudes Financial analysis Innovation Innovations Literature Literature reviews Market entry Organisational behaviour Organizational structure Product development Product testing Studies Test markets
Online Access:	Get full text
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Summary:	States that the emergence of a formalised new product development can be attributed to the needs of companies in the capitalist system for maintaining a competitive advantage in their operating markets. Describes the process as one of innovation defined as:'the technical, industrial and commercial steps that lead to the marketing of new manufactured products'. Belies the complexity of the function:'to describe new product development as difficult is probably a mammoth understatement'. Intends to illuminate the theory and practice of this process. Concludes that a flexible approach and an open mind are the most important requirements for successful application.
ISSN:	0309-0566 1758-7123