Can there be different forms of market orientation and new product development?

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Please use this identifier to cite or link to this item: http://hdl.handle.net/1959.3/210375

Title: Can there be different forms of market orientation and new product development?
Author(s): Enright, Michael
Abstract: This paper examines popularly accepted approaches to market orientation and compares and contrasts them with currently applied alternative approaches. Approaches to new product development are also discussed. It argues for consideration of the existence of pluralism in the marketing domain, with conventional views on what constitutes market orientation and appropriate new product development practice being at times at odds with what is practised.
Publication type: Journal article
Research centre: Swinburne University of Technology
Source: Industrial Management + Data Systems, Vol. 99, no. 3 (1999), pp. 128-133
Publication year: 1999
FOR Code(s): 0803 Computer Software; 0806 Information Systems
Keyword(s): Industrial management; Marketing; Market orientations; New product development; NPD; Product design; Product development; Strategic planning
Publisher: MCB UP Ltd
ISSN: 0263-5577
Publisher URL: http://dx.doi.org/10.1108/02635579910252671
Peer reviewed