From market entry to new product development in China: Environmental Systems Controls

ISSN： 1061-0421

Source： Journal of Product and Brand Management, Vol.14, Iss.2, 2005-02, pp. : 119-122

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Abstract

Purpose - The paper plans to explore the global environment and its implications for new product developers. Design/methodology/approach - The case was written after in-depth interviews with company managers. Findings - The paper provides information and action approaches to new product developers engaged in global marketing. Research limitations/implications - As with most case studies, the situation, industry response and results are pertinent to this particular company. There may be limitations in generalizing to other industries or other countries. Practical implications - The paper demonstrates a competitive approach to new product development and marketing strategy. It serves as an example of one technique to compete in industrial marketing. Originality/value - The case reflects an innovative attempt to increase customer service, decrease cost and increase competitiveness in an industrial setting. The specific techniques and decisions represent a potentially valuable response to global competitiveness.