Title :
Technology driven or market led, the new product development trap
Author_Institution :
Bus. Sch., Plymouth Univ., UK
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;
Journal_Title :
Engineering Management Journal
DOI :
10.1049/em:20000411