Purpose – The aim of this paper is to describe an innovative promotional and product development approach that has implications for new product developers in consumer industries. Design/methodology/approach – The case describes an approach to new product development and promotion. The...

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...

Purpose – Services account for a very large portion of the economic activity in most countries. While there is abundant academic research on service quality, which has focused mainly on determining service quality dimensions, understanding service quality antecedents, and relating service...