Innovation Profile and Marketing Strategies
Issue:
Volume 2, Issue 1, February 2013
Pages:
8-14
Received:
Dec. 30, 2012
Accepted:
Published:
Feb. 20, 2013
Abstract: This is a managerially oriented paper, which attempts to organize existing knowledge about new product de-velopment and marketing in a systematic framework. The major argument is that the choice of a new product marketing strategy and the choice of a development process for a new product should be influenced by the analytical assessment of specific conditions, which we call the innovation profile. The three major parts of the paper are: 1. The Innovation Profile, 2. The marketing strategies and 3. The product development strategies. The analysis of specific conditions based on the inno-vation profile has direct implications on the choice of strategies and product development processes.
Abstract: This is a managerially oriented paper, which attempts to organize existing knowledge about new product de-velopment and marketing in a systematic framework. The major argument is that the choice of a new product marketing strategy and the choice of a development process for a new product should be influenced by the analytical assessment of specific...
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