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Improving Marketing’s Contribution to New Product Development (Conceptual…
Improving Marketing’s Contribution to New Product Development
Conceptual Model
Knowledge-Based
Marketing Capabilities
Marketing research quality (MR)
Technical skills (TS)
Knowledge about
marketing & general management (MK)
based on
customer needs, past experience, forecasting, and responding to needs
acquisition, management, and use of information.
Controls
MKT Dpt characteristics
• Accountability
• Integration/Cooperation with R&D
Firm characteristcs
• CEO – Technical background
• CEO – Marketing background
• B2C versus B2B • Goods versus services
Environenntal characteristics
Market-related turbulence
Marketing's
Influence on NPD
• Decision influence (MI1)
Initiated NPD projects (MI2)
Innovation
Performance (IP)
Controls
General innovativeness, Number of new products, Firm size, Short-term emphasis
Business
Performance (BP)
Controls
Past market development, Generic strategy
NPD
process of generating and transforming new product ideas into commercial outputs as an integrated flow
text
impact of the marketing department is different during
each stage of the NPD process
marketing department
identify and understand customer needs and to assess the market potential of new product ideas