Filip, Alina (2011): New product development in business to business marketing - a relational perspective. Published in: Proceedings of the 1st International Conference on Quality and Innovation in Engineering and Management, Cluj-Napoca, 17th-19th of March 2011, ISBN 978-973-662-614-2. , Vol. -, No. - (17 March 2011): pp. 421-424.
Download (145kB) | Preview
Market position and long-term competitive advantages are dependent on companies’ ability to innovate and their capacity to launch new product or services. This paper aims to highlight the features of product development processes in business to business markets. The research method consisted of a documentary study in the literature and the results focus on the stages involved in the development and launch of a new product. In recent years, statistics have shown an increase in the rate of failure in launching new products on business markets. This has been caused by an inadequate planning and has negative consequences on both customer relationships and organizational economic performance. Given this reality, academics propose a sequential product development plan based on the following essential steps: identifying opportunities and generating ideas, selection of ideas with the highest chances of success, development of new product concept materialized in the form of a prototype, technical testing and acceptance testing, making the final changes to the product, establishing brand name, price level and other intangible elements of the product, legal protection of the product, placing the product into production and effectively lunching the product though a tactical marketing program. Practical experiences show that omission of one or more stages of this process can cause product failure, companies recording a low level of performance, below expected levels.
|Item Type:||MPRA Paper|
|Original Title:||New product development in business to business marketing - a relational perspective.|
|English Title:||New product development in business to business marketing - a relational perspective.|
|Keywords:||Product development; business to business relationships; planning; ideas selection; marketing tests; product failure.|
|Subjects:||M - Business Administration and Business Economics ; Marketing ; Accounting ; Personnel Economics > M3 - Marketing and Advertising > M31 - Marketing|
|Depositing User:||Alina Filip|
|Date Deposited:||15 Jun 2011 22:24|
|Last Modified:||08 Dec 2016 20:34|
Anghel, L.D., Business to business marketing, ASE eds., Bucharest, Romania, (2004).
Berggren, E., Nacher, T., Introducing new products can be hazardous to your company: use the right new-solutions delivery tools, Academy of Management Executives, Vol.15, No.3, pp. 92-101, (2001).
Brennan, R., Canning, L., McDowell, R., Business-to-Business Marketing, Sage Publications eds., London, England, (2007).
Cǎescu, Ş., Filip, A., Dumitru, I., IECS Proceedings, Industrial Revolutions, from the Globalization and Post-Globalization Perspective, pp.70-74, Sibiu, Romania, (2009).
Dwyer, F.R., Tanner, J.F., Business Marketing: Connecting Strategy, Relationships and Learning, 2th edition, McGraw Hill eds., Boston, USA, (2002).
Egan, J., Relationship marketing. Exploring relational strategies in marketing, 3th edition, Prentice Hall eds., London, England, (2008).
Ford, D., McDowell, R., Managing business relationships by analyzing the effects and value of different actions, Industrial Marketing Management, Vol.28, No.5, pp. 429-442, (1999).
Frederick, E., Webster, Jr., Industrial Marketing Management, 3th edition, John Wiley & Sons eds., New York, USA, (1991).
Ganesan, S., Determinants of long-term orientation in buyer-seller relationships, Journal of Marketing, Vol.58, No.2, pp. 1-19, (1994).
Hart, N., Industrial marketing, Codecs eds., Bucharest, Romania, (1998).
Hutt, M.D., Speh, T.W., Business Marketing Management. A Strategic View of Industrial and Organizational Markets, 8th edition, Thomson South-Western eds., Ohio, USA, (2004).
Kotler, Ph., Armstrong, G., Marketing principles, 3th edition, Teora eds., Bucharest, Romania, (2004).
Kotler, Ph., Management marketing, 4th edition, Teora eds., Bucharest, Romania, (2005).
Krapfel, R., Salmond, D., Spekman, R., A strategic approach to managing buyer-seller relationships, European Journal of Marketing, Vol.25, No.9, pp. 22-32, (1991).
Kumar, V., Bohling, T., Ladda, R.N., Antecedents and consequences of relationship intention: Implications for transaction and relationship marketing, Industrial Marketing Management, Vol.32, No.8, pp. 667-676, (2003).
Schilling, M., Hill, C., Managing the new product development process: strategic imperatives, Academy of Management Executives, Vol.12, No.3, pp. 67-81, (1998).
Watkins, A., Hill, R.P., A simulation of business to business decision making in a relationship marketing context, Industrial Marketing Management, Elsevier Inc., Vol.38, Issue 8, pp. 994-1005, (2009).