1. Introduction -- 2. Understanding the bicycle as a product -- 3. Understanding the market through bicycle statistics -- 4. Marketing the bicycle -- 5. Twenty years of variety marketing in the Italian market: Cannondale 1998–2017 -- 6. Conclusion.

In this paper we report on the results of an interview research about new product development (NPD) processes and planning in 15 Japanese mechanical and electrical engineering companies. We asked the companies to describe one successful and one less successful project. All in all, we collected...