Purpose – The paper aims to track the development of service dominant logic (SDL) applied to brand management and highlights its essential elements. The paper attempts to extend the application of SDL to a form that makes the consumer part of the development process, a solution dominant...

Purpose – Proposes exploring a unique approach to the new product development process and its implications for new product developers Design/methodology/approach – The case was written after in depth interviews with company managers and customers. Findings – Provides information and a...

Purpose – To describe an innovative practice that has implication for new product developers. Design/methodology/approach – The case describes an approach to building creativity used in an actual company. The name of the organization has been changed at its request. Interviews with company...

Purpose – The purpose of this paper is to describe a practice that has implications for increasing product innovation in a variety of industries. Design/methodology/approach – The case describes a market orientation and product innovation program to increase a company's competitiveness. At...

Purpose – The purpose of the paper is to describe a practice that has implications for increasing product innovation in a variety of industries Design/methodology/approach – The case describes an aspect of the new product development process that has particular application to a specific...