Product development

New product development has become fast paced and competitive. Managers need to realize that the traditional, sequential approach to developing new products...

The product life cycle measures the likelihood, character, and timing of competitive and market events. A product strategy that includes some sort of...

In this article, co-authors B. Joseph Pine II and James Gilmore, founders of the management consulting firm Strategic Horizons, preview the likely characteristics...

Disruption isn’t the only approach.

You don’t need a time line; you need a time cone.

In many companies, sales forces and marketers feud like Capulets and Montagues—with disastrous results. Here’s how to get them to lay down their swords.

Design is a team effort, but how do marketing and engineering talk to each other?

To every marketing executive, the necessity and value of test marketing are often murky issues. The problem is partly that new products aren’t developed and put through their paces in a systematic enough way to let marketing men know when a test market is really in order. Compounding this difficulty is that the goals of […]

Covid-19 has shown how companies can work together to solve problems.

Financial incentives don’t reduce errors. Employees must be passionate about eliminating mistakes.

It takes more than good tools. It takes a complete change of attitude.

Information technology is revolutionizing products, from appliances to cars to mining equipment. Products once composed solely of mechanical and electrical...

When a customer buys a product he or she goes through a complex process of balancing the price of the product against the perceived benefits, costs, risks, and value in use of the product. If the customer thinks this way when analyzing a purchase, say these authors, it makes great sense for marketers to set […]

Why is it that we can get into a rental car and know what 43 out of the 45 buttons do, but we can’t figure out how to use call forwarding on the 12-button phone that has been sitting on our desk for 10 years? This wonderful question was raised many years ago by Donald […]

The author of this article says he would be the last one to argue that the approach described here is a complete view of marketing. Then again, he is convinced that the approach enables marketers to achieve three important objectives. First, it enables them to identify the markets in which their companies have the best […]

It all comes down to programming.

It’s fashionable today to enthuse over globalized markets and cite glowing examples of standardized marketing winners around the world. True, some markets are globalizing, and more companies are taking advantage of them with signal success. But the rosy reports of these triumphs usually neglect to mention the complexities and risks involved; for every victory in […]

Many companies face the challenge of balancing art with commerce. The conflict between corporate pragmatism and artistic passion and quality is persistent:...

Jack Donally was a colossal figure who commanded a lot of respect, if not affection. Just before Jack suddenly died, the board appointed Stephanie Fortas...

Large firms puzzling over whether to pay for developed technology or take a risk on bleeding-edge concepts now have a third choice--a new kind of "innomediary"...