Purpose – To describe a practice that has implications for new product introduction within and outside the medical products industry. Design/methodology/approach – The case describes a systems approach to new product introduction that includes a number of non‐marketing factors. The...

Purpose – This paper seeks to explore the relationship between global brands and the emotional connections between consumers and the brand. Design/methodology/approach – The paper integrates concepts including a range of recently published (1995‐2006) theoretical works in the branding,...

Purpose – This paper aims to describe a product innovation and management approach that is in use by one small enterprise that may be of value to others. Design/methodology/approach – The case describes an approach to new product development and management. The organization's original name...

Purpose – The purpose of the paper is to exemplify the product management of seasonal products. Design/methodology/approach – Comment on existing literature. Findings – The comment synthesizes literature on an uncommon product strategy issue. Research limitations/implications – As in all...

Purpose – This paper aims to describe how a social enterprise can use product innovation and management to succeed in its mission. Design/methodology/approach – The case describes an approach to new product development and management that is of value to social enterprises. The Vehicles for...

Purpose – The purpose of this paper is to describe an implementation process that can aid companies in improving organizational innovation. Design/methodology/approach – The case describes an approach to boost the problem solving and innovation culture beyond the confines of the new product...

Purpose – This paper aims to describe a pricing process that can aid companies in modifying their product strategy. Design/methodology/approach – The case describes an approach that uses grass roots data from franchisees to change pricing strategy effectively. Findings – The paper...

Purpose – This case study aims to describe a real company created by its founders more to satisfy their desires than those of their customers. Design/methodology/approach – The lead author traveled to Chiloe and spent an intensive period assessing the Puerto Nativo Lodge from a brand...

Purpose – The purpose of this article is to describe the application of brand building techniques to an existing organization. Design/methodology/approach – The article describes an application of relationship building to increase the success of a service in a competitive environment....

There has been overwhelming discussion about the death of the product management system. Focusses on how the product management system is changing, and how firms can best anticipate and manage this change. Claims organizational change is inevitable and that marketing organizations must...