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New Product and Services Development

by Hubert Gatignon

Part of the Sage Library in Business and Management Series

New Product and Services Development Synopsis

The profitability and even the survival of an organization depends on its capacity to innovate with products and services and market them effectively. The link between innovation and business performance is well established, making the study of innovation and new product and service development of critical importance to the study of business. New product development is also a critical marketing issue, with the satisfaction of customers based on the core products and services of a firm and how they are differentiated from competitors. Equally important are the technological, organizational and strategic strengths of a firm, making the development of new products and services a multidisciplinary endeavour. Edited by one of the world's leading authorities in the area, this collection is arranged so as to emphasise the different perspectives on the development of new products and services, ranging from the characteristics of intervention through the lens of different business functions, to organizational culture, strategy and marketing. Volume One: Innovating New Products and Services: The Dimensions of Innovations Volume Two: Orienting the Firm for Promoting Innovations: Establishing a Culture of Innovations Volume Three: Organizing to Innovate: Adapting the Firm to Innovate Volume Four: Launching New Products and Services: Marketing Innovations Effectively

Book Information

ISBN: 9780857020536
Publication date: 17th November 2010
Author: Hubert Gatignon
Publisher: SAGE Publications Ltd
Format: Hardback
Pagination: 1672 pages

About Hubert Gatignon

Hubert Gatignon is the Claude Janssen Chaired Professor of Business Administration at INSEAD. He joined INSEAD in 1994 from the Wharton School of the University of Pennsylvania where he was Professor of Marketing. His most recent research concerns strategies for entering a market and for defending a brand's position, as well as international marketing strategy. Professor Gatignon's publications have appeared in Communications Research, International Journal of Research in Marketing, Journal of Business Research, Journal of Consumer Research, Journal of International Business Studies, Economics and Organization, Journal of Marketing, Management Science and many others. He is the author of Statistical Analysis of ...

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