From intuition to knowledge or implementing the intuition

Date of publication: June 15, 1986

Abstract:

In the contemporary cultural and economic context, launching a new product can only succeed if its technological evolution and market positioning correspond to the consumer's needs and stage of evolution. This first element is emphasised by the fact that a company can no longer proceed by trial and error in a dynamic, competitive and aggressive environment. If the company wants to keep a strategic position on the market, it must avail itself of methods and processes which are liable to get the most from marketing - research and development synergy. This approach implies collaboration between the Marketing and Research and Development departments on the basis of a common language which takes into account : - the researcher's technological knowledge and intuition - familiarity with the market and the environment and the market people's intuition, This common language can be obtained by an enlarged definition of the value analysis : the APTE method. This method makes it possible to establish a systematic approach of concertation and collaboration between technology and marketing.

Veronique Laroche

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Jean-Paul Chabanet

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