Engineering Adds Insight to Marketing in Product Innovation
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Paul Lane [1] ; John Farris [1]
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[1] Grand Valley State University
Grand Valley State University
Charter Township of Allendale, Estados Unidos
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- Localización: VI Forum Internacional sobre Las Ciencias, las Técnicas y el Arte Aplicadas al Marketing: Academia y Profesión: Ponencias académicas: Madrid, 27-28 de noviembre de 2003 / Enrique Ortega Martínez (ed. lit.), Ladislao González Ruiz (ed. lit.), Enrique Pérez del Campo (ed. lit.), 2003, ISBN 8493123439, págs. 485-500
- Idioma: inglés
- Texto completo no disponible (Saber más ...)
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Resumen
Engineers contribute much to the product innovation process. Parallel experiential courses in Marketing and Engineering have helped bring to light how this process works. A basic product innovation framework is used to look at the contributions. Engineers and Marketing people naturally view the process differently and therefore need to spend time thinking about structure in the process. Each stage; ideation, screening, concept development, concept test, product development, product test, and the iterations that can be involved before market entry planning is examinated in light of the engineers' contributions. Suggestions are made for improvement in managing, teaching, and researching the process.
