Subject category:
Marketing
Published by:
Cranfield School of Management
Length: 2 pages
Data source: Field research
Share a link:
https://casecent.re/p/24188
Write a review
|
No reviews for this item
This product has not been used yet
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.
About
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.