Approaching the New Product Organisation Problem: Favour Flexibility and Variety of Attack

Provides case studies from the industrial market of practical problems faced by companies in organizing new product activity. Places emphasis on the complexity and uniqueness of organizational planning for individual firms. Concludes that there is a need for a contingency approach to new product organization and also development of the managers responsible for such an approach.

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Year of publication:	1984
Authors:	McTavish, Ronald
Published in:	European Journal of Marketing. - MCB UP Ltd, ISSN 1758-7123, ZDB-ID 2002936-6. - Vol. 18.1984, 6/7, p. 30-42
Publisher:	MCB UP Ltd
Subject:	Industrial marketing \| New product development \| Organizational development

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Type of publication:	Article
Type of publication (narrower categories):	case-report
Language:	English
Other identifiers:	10.1108/EUM0000000004790 [DOI]
Source:	Other ZBW resources

Persistent link: https://ebvufind01.dmz1.zbw.eu/10014724949