Abstract
Developing new products, modifying existing ones, and eliminating those that no longer make a positive contribution to the company’s marketing performance, are key activities for marketing management. In Levitt’s original terms1 every major industry was once a growth industry, based on a new technology embodied in new product or service. Eventually major industries also became decline industries because of a failure to introduce new products or services to replace those on which their original success was based.
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Notes and references
T. Levitt, Innovation in Marketing (London: Pan Books, 1962) p. 39.
See, for example, NEDO Publications London, International Price Competitiveness and Export Performance-The Non-price Factors (London: HMSO, April 1977);
and NEDC Report on UK Product Design, Corfield Report (London: HMSO, January 1979).
P. Kotier, Marketing Management: Analysis Planning and Control 4th edn. (London: Prentice-Hall, 1980) p. 311.
D. A. Schon, Technology and Change (London: Delacorte Press, 1967).
Booz, Allen & Hamilton, Management of New Products, 4th edn (New York: Booz, Allen & Hamilton, 1968).
See, for example, the review in B. Twiss, Managing Technology Innovation (London: Longman, 1974);
and M. J. Baker and R. McTavish, Product Policy and Management (London: Macmillan, 1976).
A. Robertson and M. Fox, ‘A Study in ‘Real Time’ of the Innovation Process in Two Science Based Companies’, in Industrial Innovation: Technology, Policy, Diffusion, ed. M. J. Baker (London: Macmillan, 1979).
National Industrial Conference Board, ‘The Marketing Executive Looks Ahead’, Experience in Marketing Management, no. 13 (New York: NICB, 1967).
C. F. Carter and B. R. Williams, Industry and Technical Progress (London: Oxford University Press, 1957).
R. Rothwell, ‘The Characteristics of Successful Innovators and Technically Progressive Forms (with some comments on Innovation Research)’, R and D Management, vol. 7 (1977) pp. 191–206.
M. J. Baker, Marketing New Industrial Products (London: Macmillan, 1975).
T. Burns and G. Stalker, The Management of Innovation (London: Tavistock Publications, 1966).
G. Zaltman, Marketing: Contributions from the Behavioral Sciences (New York: Harcourt, Brace & World, 1965).
A. Johne, ‘Innovation, Organisation and the Marketing of High Technology Products’, Ph.D dissertation, University of Strathclyde, Department of Marketing (1982).
M. Shanks, The Innovators, (Harmondsworth: Penguin, 1967).
A. S. Robertson provides a useful review of thirty such studies in ‘Technological Innovation and the Management of R and D’, in Management Bibliographies and Reviews, ed. D. Ashton (Bradford: MCB Publications, 1977).
E. Von Hippel, ‘A Customer Active Paradigm for Industrial Product Idea Generation’, in Industrial Innovation-Technology, Policy, Diffusion, ed. M. J. Baker (London: Macmillan, 1979).
S. T. Parkinson and G. Avlonitis, ‘Management Attitudes to Flexible Manufacturing Systems-An International Study’, in Proceedings 1st International Conference on F.M.S. I.M.E. (Brighton, 1982).
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© 1983 Michael J. Baker and The Macmillan Press Ltd
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Baker, M.J. et al. (1983). New-product development. In: Marketing. Macmillan Studies in Marketing Management. Palgrave, London. https://doi.org/10.1007/978-1-349-06853-1_7
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DOI: https://doi.org/10.1007/978-1-349-06853-1_7
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