From market entry to new product development in China: Environmental Systems Controls

Purpose – The paper plans to explore the global environment and its implications for new product developers. Design/methodology/approach – The case was written after in‐depth interviews with company managers. Findings – The paper provides information and action approaches to new product developers engaged in global marketing. Research limitations/implications – As with most case studies, the situation, industry response and results are pertinent to this particular company. There may be limitations in generalizing to other industries or other countries. Practical implications – The paper demonstrates a competitive approach to new product development and marketing strategy. It serves as an example of one technique to compete in industrial marketing. Originality/value – The case reflects an innovative attempt to increase customer service, decrease cost and increase competitiveness in an industrial setting. The specific techniques and decisions represent a potentially valuable response to global competitiveness.