New Product Uniqueness In The Context Of Industrial Product Development
Author: Lindman, Martti
Source: Journal of Marketing Management, Volume 16, Numbers 1-3, February 2000 , pp. 247-271(25)
Abstract:Highly innovative and new industrial products are often unique products, too. This can be made understandable by noticing that in many cases industrial products are highly technology intensive, too. Given that technology means by definition a systematic of knowledge how natural and artificial things function and interact, the product uniqueness implies that one is able to generate and apply in a product form such new knowledge which the others do not have. In this respect this paper seeks to introduce a dynamic view of how an industrial firm can initiate and create such new product uniqueness which is required to make a successful new product entry. Creating a unique new product which can make a new product entry possible is subject to unexpected and accompanying local failure but is something that appears necessary in terms of enhancing problem solving ability and feeding capability building. An ability to stretch and be flexible in order to be prepared to face any unexpected events and to sustain pioneering customer credibility becomes the core of being able to build a firm's overall new product capability base and corresponding new product advantages.
Document Type: Research article
Publication date: 2000-02-01