Customer-centric innovation
Article Abstract:
Market-led innovation should be based on an intimate understanding of the customer needs. The innovations should be based on the information brought by the marketers to the focus of the research and development of the company. The innovations should be customer-driven, where marketers' play key role.
Publication Name: Marketing Management
Subject: Business, general
ISSN: 1061-3846
Year: 2006
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Listen and learn
Article Abstract:
The important lesson of listening to the customer to survive in the marketplace is emphasized using the Standard Industrial Lubrication company's recent turnaround example.
Publication Name: Marketing Management
Subject: Business, general
ISSN: 1061-3846
Year: 2004
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Surviving innovation
Article Abstract:
Rate of failure for innovative products or services is generally high. Recommendations to avoid common errors in testing and marketing are provided.
Publication Name: Marketing Management
Subject: Business, general
ISSN: 1061-3846
Year: 2003
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