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Influences Of Antecendent And Outcome Factors On The Speed Of New Product Development: A Study Of Sme Companies In Indonesia, Pepey Riawati Kurnia Nov 2021

Influences Of Antecendent And Outcome Factors On The Speed Of New Product Development: A Study Of Sme Companies In Indonesia, Pepey Riawati Kurnia

ASEAN Marketing Journal

The research’s objective is doing an empirical test toward research conducted by Menon & Lukas (2004), which generates 6 propositions of antecedent and outcome factors in the velocity of new product development. The literature theory based on theory of new product development speed (PDS) with antecendent and outcome factors. The research towards 63 respondent managers of Small and Medium Enterprises (SME) companies in Jabodetabek, Indonesia. Six propositions are developed into 6 hypotheses, which are then subject to a statistical test using LVS. Goodness-of-fit test informs that 6 hypotheses are eligible and so does the Measurement-fit test. Test towards 6 hypotheses …

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Configurational Paths To Generating Knowledge Benefit Through Customer Participation, Woojung Chang Aug 2021

Configurational Paths To Generating Knowledge Benefit Through Customer Participation, Woojung Chang

Asia Marketing Journal

Involving customers in the new product development process has been found to create knowledge benefit for the firm. However, the different roads leading to a firm’s knowledge benefit through configurations of which new product development stage customers are engaged in, a firm’s internal co-creation-related capabilities, and the external environment have yet to be specified. To explore the alternative configurational paths to generating knowledge benefit through customer participation, a state-of-the-art fuzzy set qualitative comparative analysis is applied to a sample of 181 new product development projects. The results reveal six different configurations to generate knowledge benefit in the new product development …

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The Curious Case Of Capri Facewash, Nida Aslam Khan, Jami Moiz Jun 2018

The Curious Case Of Capri Facewash, Nida Aslam Khan, Jami Moiz

Business Review

This case focuses on the factors that lead to the failure of new products in the marketplace. It discusses the case of Capri facewash in the beauty and personal care category in Pakistan. Capri was unable to sustain its facewash in the market mainly because of a disorganized and unsystematic marketing plan. The case highlights managerial implications and recommendations pertaining to the facewash category. It adds to product literature and will generate more lines of inquiry particularly in the South Asian region.

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Exploring The Strategic Use Of Platform-Based Planning, Ellen Thomas Feb 2012

Exploring The Strategic Use Of Platform-Based Planning, Ellen Thomas

Atlantic Marketing Journal

Platform planning is a strategy that can be effectively used to manage today’s rapidly changing environment. It is the process by which core elements are identified and used as a foundation for future growth. Although platform planning is most often associated with product design, its value is now being acknowledged along other dimensions of marketing strategy such as brands, target markets, geographical markets, and business processes. This paper summarizes literature introducing different dimensions of marketing strategy that platform planning can be applied to. Next it introduces findings from engineering literature regarding the benefits and risks associated with this type of …

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빙그레 요플레의 시장 선도적 신제품 마케팅전략, So Young Kim, Heon Soo Jung, Young Chan Kim Oct 2006

빙그레 요플레의 시장 선도적 신제품 마케팅전략, So Young Kim, Heon Soo Jung, Young Chan Kim

Asia Marketing Journal

Since launching a spoonful yogurt ``Yoplait`` for the first time in the nation, Binggrae Co. has established the reputation of the Yoplait brand, and secured its leading position in the yogurt market. This study examined how Binggrae as a market pioneer (in the spoonful yogurt market) or a market follower(in the drinking yogurt market) has developed and responded to the yogurt market in which competition between companies are becoming fierce. Instead of being bound by conventional competition rules, Binggrae was found to have implemented distinctive marketing strategies for new products. That is, providing new values, the company led the market …

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손보형 컨설팅시스템으로 통합보험 시장을 개척한 삼성화재의 슈퍼보험, Byung Do Kim, Seong Tae Hong, Jong Kun Jun Oct 2005