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- Publisher
- Emerald Publishing
- Copyright
- Copyright © 2003 MCB UP Ltd. All rights reserved.
- ISSN
- 1361-2026
- DOI
- 10.1108/13612020310464377
- Publisher site
- See Article on Publisher Site
Abstract
Textile industry supply chains take raw materials through several processes before reaching the consumer. At the start of a supply chain the consumer seems far away and the degree to which the raw material plays a part in the consumer product is difficult to gauge. This case presents details of market research for a new product development that aimed to give consumer focus for a manufacturer positioned at the start of the textile and clothing supply chain. The case uses an adaptation of the Kano model to help focus on consumers’ needs and expectations. The paper describes the development of the Kano model, the findings of the research and the implications for management in terms of new product development.
Journal
Journal of Fashion Marketing and Management – Emerald Publishing
Published: Mar 1, 2003
Keywords: New product development; Textile industry; Supply chain; Market research; United Kingdom