A Preliminary Strategic Marketing Framework for New Product Development

Alkis Thrassou, Demetris Vrontis, Hela Chebbi, Dorra Yahiaoui

Research output: Contribution to journalArticle

22 Citations (Scopus)

Abstract

This article responds to the identified considerations and gaps in existing research on the way a new idea is transformed into a market-accepted new product. Utilizing the findings of an extensive theoretical analysis and empirical investigation on the subject, this research studies new product development within a wider strategic marketing context. The research interrelates three different perspectives: the process-defining perspective, that identifies and refines the managerial implications and theoretical considerations; the value-defining perspective, which investigates the various types and stakeholders of value; and the context-defining (contemporary consumer behavior and strategic marketing) perspective, which positions the entire innovation process within the comprehensive set of environmental and organizational processes and factors. The article concludes with the development of a preliminary Contemporary Strategic Framework for New Product Development. The framework answers the various theoretical considerations on the subject, incorporating the various processes' stages and interrelationships within a single descriptive system. In addition, it provides constructive functional managerial value through potential practical implementation and prescriptive interpretation.

Original languageEnglish
Pages (from-to)21-44
Number of pages24
JournalJournal of Transnational Management
Volume17
Issue number1
DOIs
Publication statusPublished - Jan 2012

Fingerprint

product development
marketing
consumption behavior
Values
stakeholder
innovation
market
interpretation

Keywords

  • creativity
  • exploration
  • framework
  • idea
  • innovation
  • marketing
  • new product development
  • strategy
  • value

Cite this

@article{3c5ffd4100f04ff8ae522245a03a8c7a,
title = "A Preliminary Strategic Marketing Framework for New Product Development",
abstract = "This article responds to the identified considerations and gaps in existing research on the way a new idea is transformed into a market-accepted new product. Utilizing the findings of an extensive theoretical analysis and empirical investigation on the subject, this research studies new product development within a wider strategic marketing context. The research interrelates three different perspectives: the process-defining perspective, that identifies and refines the managerial implications and theoretical considerations; the value-defining perspective, which investigates the various types and stakeholders of value; and the context-defining (contemporary consumer behavior and strategic marketing) perspective, which positions the entire innovation process within the comprehensive set of environmental and organizational processes and factors. The article concludes with the development of a preliminary Contemporary Strategic Framework for New Product Development. The framework answers the various theoretical considerations on the subject, incorporating the various processes' stages and interrelationships within a single descriptive system. In addition, it provides constructive functional managerial value through potential practical implementation and prescriptive interpretation.",
keywords = "creativity, exploration, framework, idea, innovation, marketing, new product development, strategy, value",
author = "Alkis Thrassou and Demetris Vrontis and Hela Chebbi and Dorra Yahiaoui",
year = "2012",
month = "1",
doi = "10.1080/15475778.2012.650108",
language = "English",
volume = "17",
pages = "21--44",
journal = "Journal of Transnational Management",
issn = "1547-5778",
publisher = "Taylor and Francis Ltd.",
number = "1",

}

A Preliminary Strategic Marketing Framework for New Product Development. / Thrassou, Alkis; Vrontis, Demetris; Chebbi, Hela; Yahiaoui, Dorra.

In: Journal of Transnational Management, Vol. 17, No. 1, 01.2012, p. 21-44.

Research output: Contribution to journalArticle

TY - JOUR

T1 - A Preliminary Strategic Marketing Framework for New Product Development

AU - Thrassou, Alkis

AU - Vrontis, Demetris

AU - Chebbi, Hela

AU - Yahiaoui, Dorra

PY - 2012/1

Y1 - 2012/1

N2 - This article responds to the identified considerations and gaps in existing research on the way a new idea is transformed into a market-accepted new product. Utilizing the findings of an extensive theoretical analysis and empirical investigation on the subject, this research studies new product development within a wider strategic marketing context. The research interrelates three different perspectives: the process-defining perspective, that identifies and refines the managerial implications and theoretical considerations; the value-defining perspective, which investigates the various types and stakeholders of value; and the context-defining (contemporary consumer behavior and strategic marketing) perspective, which positions the entire innovation process within the comprehensive set of environmental and organizational processes and factors. The article concludes with the development of a preliminary Contemporary Strategic Framework for New Product Development. The framework answers the various theoretical considerations on the subject, incorporating the various processes' stages and interrelationships within a single descriptive system. In addition, it provides constructive functional managerial value through potential practical implementation and prescriptive interpretation.

AB - This article responds to the identified considerations and gaps in existing research on the way a new idea is transformed into a market-accepted new product. Utilizing the findings of an extensive theoretical analysis and empirical investigation on the subject, this research studies new product development within a wider strategic marketing context. The research interrelates three different perspectives: the process-defining perspective, that identifies and refines the managerial implications and theoretical considerations; the value-defining perspective, which investigates the various types and stakeholders of value; and the context-defining (contemporary consumer behavior and strategic marketing) perspective, which positions the entire innovation process within the comprehensive set of environmental and organizational processes and factors. The article concludes with the development of a preliminary Contemporary Strategic Framework for New Product Development. The framework answers the various theoretical considerations on the subject, incorporating the various processes' stages and interrelationships within a single descriptive system. In addition, it provides constructive functional managerial value through potential practical implementation and prescriptive interpretation.

KW - creativity

KW - exploration

KW - framework

KW - idea

KW - innovation

KW - marketing

KW - new product development

KW - strategy

KW - value

UR - http://www.scopus.com/inward/record.url?scp=84859479830&partnerID=8YFLogxK

U2 - 10.1080/15475778.2012.650108

DO - 10.1080/15475778.2012.650108

M3 - Article

AN - SCOPUS:84859479830

VL - 17

SP - 21

EP - 44

JO - Journal of Transnational Management

JF - Journal of Transnational Management

SN - 1547-5778

IS - 1

ER -