Commentary: A Strategic Execution Process for Launching New Products

Marketing managers in high technology and information industries are a victim of paradigms, processes and tools developed out of the mass market packaged good industries. These constitute an implicit set of “rules of engagement” by which such marketers are constrained. Posits a new set of “rules of engagement” from the macro level of “core competency” versus SBUs to the micro level of long interviews and semiotics versus traditional focus groups. These are concatenated into an alternate process for new product testing and development.