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New product development in an evolving market

Date of publication: October 1, 1979

Catalogue: Seminar 1979: New Product Development

Authors: Michael J. Riddle, Jonathan Wilkinson

Abstract:

This paper examines and discusses the new product marketing and research strategy in one of the largest and most successful food manufacturers in the U.K., Birds Eye Foods Limited. Three broad phases of new product strategy can be distinguished, and the paper discusses each of these and shows how research approaches have developed to meet new marketing objectives.

Michael J. Riddle

Author

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Jonathan Wilkinson

Author

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Citation

Riddle and Wilkinson (1979a, October 01). New product development in an evolving market. ANA - ESOMAR. Retrieved April 24, 2024, from


https://ana.esomar.org/documents/market-research-in-product-development-