DocumentCode :
1377637
Title :
Technology driven or market led, the new product development trap
Author :
Curtis, Tony
Author_Institution :
Bus. Sch., Plymouth Univ., UK
Volume :
10
Issue :
4
fYear :
2000
Firstpage :
197
Lastpage :
204
Abstract :
Too many products fail because they are either product or market driven, therefore a holistic view must be taken. Engineers can do this by developing marketing skills to complement their design capabilities. Classical models can be adapted to provide effective frameworks for the integration of technology and marketing. Analysis of both product and market attributes leads to the successful management of new product development.
Keywords :
product development; holistic view; management; market attributes analysis; market led products; marketing skills development; new product development; product attributes analysis; product failures; technology driven products;
fLanguage :
English
Journal_Title :
Engineering Management Journal
Publisher :
iet
ISSN :
0960-7919
Type :
jour
DOI :
10.1049/em:20000411
Filename :
866941
Link To Document :
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