{"title":"The Role of Market Research in the Development of New Consumer Products","authors":"Robert E. Davis","doi":"10.1111/1540-5885.1040309","DOIUrl":null,"url":null,"abstract":"Managers today face the twin challenges of producing better results, faster than ever before. Robert Davis presents a number of lessons on how market research can enhance a typical new product development and decision plan. His central theme is the disciplined use of very focused market research to make better and faster decisions about a new product throughout its development. These lessons are based on his thirty years of experience in market research, mostly in the new products work conducted at Procter & Gamble.","PeriodicalId":16900,"journal":{"name":"Journal of Product Innovation Management","volume":"29 1","pages":"309-317"},"PeriodicalIF":10.1000,"publicationDate":"1993-09-01","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":"21","resultStr":null,"platform":"Semanticscholar","paperid":null,"PeriodicalName":"Journal of Product Innovation Management","FirstCategoryId":"91","ListUrlMain":"https://doi.org/10.1111/1540-5885.1040309","RegionNum":1,"RegionCategory":"管理学","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":null,"EPubDate":"","PubModel":"","JCR":"Q1","JCRName":"BUSINESS","Score":null,"Total":0}
引用次数: 21
Abstract
Managers today face the twin challenges of producing better results, faster than ever before. Robert Davis presents a number of lessons on how market research can enhance a typical new product development and decision plan. His central theme is the disciplined use of very focused market research to make better and faster decisions about a new product throughout its development. These lessons are based on his thirty years of experience in market research, mostly in the new products work conducted at Procter & Gamble.
期刊介绍：
The Journal of Product Innovation Management is a leading academic journal focused on research, theory, and practice in innovation and new product development. It covers a broad scope of issues crucial to successful innovation in both external and internal organizational environments. The journal aims to inform, provoke thought, and contribute to the knowledge and practice of new product development and innovation management. It welcomes original articles from organizations of all sizes and domains, including start-ups, small to medium-sized enterprises, and large corporations, as well as from consumer, business-to-business, and policy domains. The journal accepts various quantitative and qualitative methodologies, and authors from diverse disciplines and functional perspectives are encouraged to submit their work.
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