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Developing market‐driven product strategies

Developing market‐driven product strategies Successful companies encounter unique competitive challenges. However, there are several product strategy initiatives that are relevant to all organizations seeking to develop market-driven strategies. Key initiatives include the leveraging the business design, recognizing the growth mandate, developing market vision, achieving a capabilities/value match, exploring strategic relationships, building strong brands, brand leveraging, and recognizing the advantages of proactive cannibalization. We propose a product strategy agenda for review by executives in identifying which initiatives should be assessed relative to the needs of their organization. http://www.deepdyve.com/assets/images/DeepDyve-Logo-lg.png Journal of Product & Brand Management Emerald Publishing

Developing market‐driven product strategies

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References (23)

Publisher
Emerald Publishing
Copyright
Copyright © 2000 MCB UP Ltd. All rights reserved.
ISSN
1061-0421
DOI
10.1108/10610420010356975
Publisher site
See Article on Publisher Site

Abstract

Successful companies encounter unique competitive challenges. However, there are several product strategy initiatives that are relevant to all organizations seeking to develop market-driven strategies. Key initiatives include the leveraging the business design, recognizing the growth mandate, developing market vision, achieving a capabilities/value match, exploring strategic relationships, building strong brands, brand leveraging, and recognizing the advantages of proactive cannibalization. We propose a product strategy agenda for review by executives in identifying which initiatives should be assessed relative to the needs of their organization.

Journal

Journal of Product & Brand ManagementEmerald Publishing

Published: Nov 1, 2000

Keywords: Product management; Market orientation; Brands

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