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Research papers

Identification of industrial new product opportunities through utilization of graphic stimuli

This paper describes the evolution of industrial and consumer new product opportunities through the utilization of graphic probe stimuli which helped respondents recall and articulate unmet needs. The findings are based on an actual case history, a...

Catalogue: Seminar 1990: New Product Development
Author: Gerald L. Patrick
June 15, 1990

Research papers

The contribution of research to a successful new brand

The paper illustrates the launch and development of the Heinz 'Weightwatchers' brand from 1985 to 1990 with particular attention paid to the contribution of research to this development, i.e. why research was necessary and how the results impacted on...

Catalogue: Seminar 1990: New Product Development
Authors: Sue Nicholls, Alison Hollinrake
Company: Kraft Heinz Company
June 15, 1990

Research papers

Which strategy should I take

During the 1980’s we saw a new phenomenon in the marketplace in Europe and the U.S.: line extensions outnumbered new product launches. This certainly coincides with our experience in Europe using BASES system. For the last ten -10 years, 39% of...

Catalogue: Seminar 1990: New Product Development
Author: Lynn Y.S. Lin
Company: Burke, Inc.
June 15, 1990

Research papers

Facing the challenge of new leisure and travel industry products

Even though new product development is one of the most written about topics in market research, very little of the published literature is concerned with the travel and leisure industries. If successful n.p.d. is the lifeblood of the world of fast...

Catalogue: Seminar 1990: New Product Development
Author: Peter B. Hodgson
June 15, 1990

Research papers

The application of catastrophe theory to help predict the outstanding new product

A number of different sales forecasting systems have been developed for predicting the sales volume potential of new products, particularly in the FMCG area. While most of these systems have a reliable track record for more conventional new products,...

Catalogue: Seminar 1990: New Product Development
Authors: Sid Simmons, Xavier Azalbert
June 15, 1990

Research papers

What are the national particularities that must be taken in consideration when developing new European products for the food sector?

The launch of multinational products onto national markets is tantamount, for each of these individual markets, to the introduction of a new product. While the success of any such launch depends on a number of factors, foremost among them is the...

Catalogue: Seminar 1990: New Product Development
Authors: Helene Karmasin, Konrad Schröder
Company: Unilever
June 15, 1990

Research papers

New products and services delivery system in banking

It has been five years now since the foreign banks had tried "to break" the traditional relationship between customers and Spanish banks with a product banking approach. They launched new products with innovative features like the house mortgage...

Catalogue: Seminar 1990: New Product Development
Author: Alberto Hernandez
June 15, 1990

Research papers

Margin optimisation throughout the brand life-cycle

This paper seeks to show how the underlying mechanism that determines the selection of differently priced goods acts through the life cycle of individual brands, and how strategic and tactical changes in the price of a brand affect this relationship....

Catalogue: Seminar 1990: New Product Development
Authors: Warwick Frearson, Trevor Richards
June 15, 1990

Research papers

The challenges and opportunities for new product development in the FMCG industry

The objectives of this paper are to suggest the need for a definition of ’major’ new products in the FMCG industry and to outline the challenges and opportunities for European new product development as we approach the Single Market. The...

Catalogue: Seminar 1990: New Product Development
Author: Bill Ramsay
June 15, 1990