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New-Product Development and Life-Cycle Strategies

9 - 1. Learning Goals. Learn how companies find and develop new-product ideasUnderstand the steps in the new-product development processKnow the stages of the product life cycleRealize how marketing strategies change during the product's life cycle. 9 - 2. Focus on InnovationNames its culture o

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New-Product Development and Life-Cycle Strategies

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    1. New-Product Development and Life-Cycle Strategies Chapter 9

    2. 9 - 1 Learning Goals Learn how companies find and develop new-product ideas Understand the steps in the new-product development process Know the stages of the product life cycle Realize how marketing strategies change during the product’s life cycle

    3. 9 - 2 Focus on Innovation Names its culture of continuous innovation “renewal” Organizes into autonomous units that help foster innovation Large R&D budget of $3 billion with 40% of employees involved in R&D Corporate Results Annual sales of $36 billion across 130 countries Global market share of 38%, greater than that of its nearest three rivals combined

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