Simultaneous new product development: reducing the new product failure rate
Article Abstract:
While several product development models have been reported in the literature, the rate of industrial new product failures continues at an unacceptable level. Some authors have proposed the integration of the marketing strategy development process prior to, during the "up-front" stages, and after the completion of the product development process. Still the failure rate remains high. The proposed Product Development Life Cycle model provides for the integration and simultaneous development of the product and the strategy development processes, and provides the industrial marketing manager with a systematic process for reducing the failure rate of new industrial products in the marketplace. (Reprinted by permission of the publisher.)
Publication Name: Industrial Marketing Management
Subject: Business, international
ISSN: 0019-8501
Year: 1989
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Generating and screening new product ideas
Article Abstract:
Opportunity identification is the initial stage in the new product development process where ideas for new products are generated and screened. A review of the nature of the opportunity identification process as it has been described in the literature is compared with some examples of opportunity identification processes in six industrial organizations. This comparison suggests that the opportunity identification process may be incomplete in describing opportunity identification in practice among successful industrial firms. (Reprinted by permission of the publisher.)
Publication Name: Industrial Marketing Management
Subject: Business, international
ISSN: 0019-8501
Year: 1991
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Perceived value approach to pricing
Article Abstract:
Business marketing managers traditionally focused their pricing strategy on cost related criteria, often without regard to the value of the product to the customer. In perceived value pricing, the vendor assesses the value of the product to each customer and charges a price based upon the customer's perceived value of the attributes of the product offering that each receives. This article presents a perceived value approach to the determination of price in business marketing. (Reprinted by permission of the publisher.)
Publication Name: Industrial Marketing Management
Subject: Business, international
ISSN: 0019-8501
Year: 1993
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