| Author | Khan, Saadia |
| Call Number | AIT RSPR no. SM-99-126 |
| Subject(s) | Marketing research--Pakistan
|
| Note | A research study submitted in partial fulfillment of the requirements for the degree of Master in Business Administration, School of Management |
| Publisher | Asian Institute of Technology |
| Abstract | New products determine the future of manufacturing companies. Without well-designed,
effectively developed new products, a company 's prosperity is limited. A lack of successful
new products can even threaten companies whose prior product success was legendary.
Although a stream of incremental improvements to existing products may forestall disaster,
it is usually not long before competitor initiatives and shifting customer needs make a firm's
products obsolete.
Four different industries were chosen as a basis for comparison, comparing methods and
techniques used by different companies in their development process. The study does not
incorporate any secondary data about the companies from other sources. All the information
has been taken from personal visits and informal meetings with the concerning mangers.
Top managers has been interviewed to get relevant information about the company and
avoid other sources to prevent bias in the results
This research study, conducted in Pakistan, involves the investigation of situations those are
relevant to the impact of market knowledge on new product development of 12 companies
operating in four major industries. Three companies from each, Mobile Communication
Services Industry, Internet Services Industry, Electronic Product Manufacturers and
Automobile Manufacturers were selected.
Companies consider growth through internally developed new products a critical component
of their business strategy. New products play a dramatic and instrumental role in shaping a
company's future performance. Top management often equates new products with high risk.
To introduce or to begin something new is bound to be a degree of uncertainty in its
outcome and acceptance by consumers. But the relative degree of risk can be managed and
balanced.
The key to successful new product development is understanding what drives innovationhow it works, what it takes, and how to motivate managers to be creative, analytical, and
committed. The ingredients for success rest upon top-management support, and a new
product advantage.
According to the responses and findings of the study, companies have similar responses
regarding to gather information about customers and competitors and companies do surveys
to gather the info1mation. Regarding to the level of importance to economic factors,
regulations, organizational capabilities and customers demand, companies give medium to
high importance to these factors in product development program. |
| Year | 1999 |
| Type | Research Study Project Report (RSPR) |
| School | School of Management |
| Department | Other Field of Studies (No Department) |
| Academic Program/FoS | Master of Business Administration (MBA) (Publication code=SM) |
| Chairperson(s) | Buchel, Bettina; |
| Examination Committee(s) | Johri, Lalit M.;Raub, Steffen; |
| Degree | Research Studies Project Report (M.B.A.) - Asian Institute of Technology, 1999 |
