Which marketing strategy for new product development?

Abstract

Purpose This paper aims to review the latest management developments across the globe and pinpoint practical implications from cutting-edge research and case studies. Design/methodology/approach This briefing is prepared by an independent writer who adds their own impartial comments and places the articles in context. Findings Firms aiming to develop and execute effective marketing strategies for new products have the option to adopt an incremental or more comprehensive approach to their examination of key market information. When determining the action to take, decision-makers should also consider the degree to which the information can be accurately analyzed and how time-sensitive it is. Originality/value The briefing saves busy executives and researchers hours of reading time by selecting only the very best, most pertinent information and presenting it in a condensed and easy-to-digest format.