Subject category:
Marketing
Product 24188 (581-007-1) has no authors
Published by:
Cranfield School of Management
Length: 2 pages
Data source: Field research
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Abstract
Based on an interview with a company executive, the case describes the company''s marketing organisation and strategy and more specifically how new products are planned (by reference to the organisational relationships between the US and European product planning groups). Issues relate to the relevance of the product planning approach described, to that of all product development, and the extent to which it might reasonably be adopted by other companies in other industries.
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Abstract
Based on an interview with a company executive, the case describes the company''s marketing organisation and strategy and more specifically how new products are planned (by reference to the organisational relationships between the US and European product planning groups). Issues relate to the relevance of the product planning approach described, to that of all product development, and the extent to which it might reasonably be adopted by other companies in other industries.