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Purpose – Proposes exploring a unique approach to the new product development process and its implications for new product developers Design/methodology/approach – The case was written after in depth interviews with company managers and customers. Findings – Provides information and a description of an innovative guiding philosophy applied to new product development. Research limitations/implications – As with most case studies the situation, industry response and results are pertinent to this particular company. There may be limitations in generalizing to other industries or other companies. Practical implications – Demonstrates a reactive approach to new product development. Also illustrates a successful means of interacting with government markets. Originality/value – The case reflects a successful strategy based on establishing a trusted expert position in an environmental protection industry. That position allowed the company to act as a pollution avoidance advocate and to gain effective access to decision makers within their customer companies. Within this industry, the strategy is effective and may be emulated.
Journal of Product & Brand Management – Emerald Publishing
Published: Jun 1, 2005
Keywords: Product development; Product technology; Chemical industries; Innovation
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