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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

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

Research papers

From FMCG to durables

A multitude of predictive systems have been developed for FMCG products, many with a fairly reliable track record. The same cannot be said for durables. In this paper, the authors discuss a range of factors that differentiate both the research...

Catalogue: Seminar 1990: New Product Development
Authors: Julian R. Bond, Simon Chadwick
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

The development of a new service

This study provides insight into an area of new product development that has not received much attention: service marketing. Yet service industries, similar to their counterparts in the physical goods industries, are facing increasing pressure to...

Catalogue: Seminar 1990: New Product Development
Authors: Scott Edgett, Steve Jones
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