Infusing The New Product Development Process With A Marketing Capability
- Topics:
- Product Development and Design
- Source:
- Charles Sturt University
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Overview: In a rapidly changing business environment the role of the marketing function has evolved from performing tactical marketing tasks to infusing a marketing capability into the organisation's core business processes. Empirical and anecdotal evidence suggests that merely performing traditional marketing tasks does not always lead to a new product development process guided by a comprehensive understanding of the market. This conceptual paper examines the literature on the changing role of marketing and links it to an emerging body of research on the influence of the marketing function in the new product development process. From this synthesis of the literature, a range of future research directions are discussed with the objective of stimulating advancement in the theoretical, managerial and pedagogical development of the new product development literature.
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Format: PDF | Size: 359KB | Date: Dec 2003 | Pages: 12
