Get 20M+ Full-Text Papers For Less Than $1.50/day. Start a 14-Day Trial for You or Your Team.

Learn More →

Reflecting practice: The case of marketing and new product development

Reflecting practice: The case of marketing and new product development Recently there has been debate about whether or not academic research and theories in management are ‘relevant’. The discussion has been extended to marketing and we explore whether or not there is a disconnection between marketing practice and the methodologies, theories and concepts put forward by marketing academics. The possible explanations for the divide between ‘theory’ and ‘practice’ in marketing are assessed. We then focus on new product development and consider the practical implications of the considerable corps of research aimed at identifying the influences affecting new product success. We continue by discussing the traditional representation of new product development. This assumes a staged process that can be managed, but which ignores in particular the impact of uncertainty. We conclude by suggesting that marketing needs to reappraise its model of the new product development process. http://www.deepdyve.com/assets/images/DeepDyve-Logo-lg.png EuroMed Journal of Business Emerald Publishing

Reflecting practice: The case of marketing and new product development

EuroMed Journal of Business , Volume 1 (1): 15 – Apr 1, 2006

Loading next page...
 
/lp/emerald-publishing/reflecting-practice-the-case-of-marketing-and-new-product-development-4ou50XRAoZ
Publisher
Emerald Publishing
Copyright
Copyright © 2006 Emerald Group Publishing Limited. All rights reserved.
ISSN
1450-2194
DOI
10.1108/14502190610750063
Publisher site
See Article on Publisher Site

Abstract

Recently there has been debate about whether or not academic research and theories in management are ‘relevant’. The discussion has been extended to marketing and we explore whether or not there is a disconnection between marketing practice and the methodologies, theories and concepts put forward by marketing academics. The possible explanations for the divide between ‘theory’ and ‘practice’ in marketing are assessed. We then focus on new product development and consider the practical implications of the considerable corps of research aimed at identifying the influences affecting new product success. We continue by discussing the traditional representation of new product development. This assumes a staged process that can be managed, but which ignores in particular the impact of uncertainty. We conclude by suggesting that marketing needs to reappraise its model of the new product development process.

Journal

EuroMed Journal of BusinessEmerald Publishing

Published: Apr 1, 2006

Keywords: Research in marketing; New product development; Theories‐in‐use; Uncertainty

There are no references for this article.