From concept to product

Wright, Justin; Pye, Nick
February 2006
Brand Strategy;Feb2006, Issue 199, p32
Trade Publication
The article provides information about key elements of a successful innovation strategy of a product. The strategy were gathered from ideas from innovators and strategic practice from companies. The elements were categorized into identifying winners from losers, managing portfolio of ideas, converting ideas to concept, commercialization and interfacing with the core business. Although, no companies had mastered all aspects of the strategy, it is still a viable approach.


Related Articles

  • L'oggetto industriale verso l'immateriale: dal corpo solido alla trasparenza. Morone, Alfonso // Sociologia del Lavoro;2005, Issue 99, p127 

    Historically, design has expressed itself having a concrete and stable physical consistency of objects as objective. This planning attitude corresponds to an aspiration to stability and immutability. An aspiration that belongs to a world developed within models of mechanic culture, and that...

  • The art of thinking outside the box. McLean, Jacqueline // Manager: British Journal of Administrative Management;Oct/Nov2007, Issue 60, p16 

    This article discusses the necessity of creative management within the context of network structures, global virtual teams, and organizational paradigms. The author discusses how technological innovations have impacted society, necessitating added creativity when developing marketing strategies...

  • Restaurants aim to boost sales with mobile apps. Terry, Lisa // Nation's Restaurant News;3/2/2009, Vol. 43 Issue 8, p4 

    The article focuses on the technology initiatives of restaurateurs to enhance their sales and service. It notes that Froots Franchising Cos. Inc. is testing DineBlast Mobile, which allows customers to place pickup and delivery orders using their mobile telephones. Furthermore, Be Heard...

  • CONTAGIOUS CONTENT. Ross, Madeleine // B&T Magazine;10/26/2012, Vol. 62 Issue 2778, p24 

    The article discusses the marketing strategy followed by several brands and also discusses the benefits of viral marketing of commercial products. The way of communication is largely influenced by the social media as it has revolutionized the speed of information for the consumers and also...

  • THE STRATEGY OF MARKETING THE CULTURAL CREATIVE COMMODITIES ADDING TECH-FUNCTION IN THE NEW PRODUCTION DEVELOPMENT. Chang, William S. // Global Conference on Business & Finance Proceedings;2014, Vol. 9 Issue 1, p159 

    In economy world, cultural creative product development should satisfy consumers' physical or mental needs especially the firms need to develop a formal conceptualization of the process of customer knowledge development. By enhancing the fit between cultural creative commodities and customer...

  • Small firms use creativity to compete with the big guys. Peterson, Robin T. // Marketing News;4/15/1991, Vol. 25 Issue 8, p7 

    The article reports on the use of creativity by small businesses to compete with large companies. One strategy that small businesses can pay attention to which will benefit them is creativity. Being creative will not only differentiate a product, it can also outmaneuver competing products....

  • How to enhance new product creativity in the online brand community? CHENG, COLIN C. J.; HSIEN-TUNG TSAI; DENNIS KRUMWIEDE // Innovation: Management, Policy & Practice;Mar2013, Vol. 15 Issue 1, p83 

    An online brand community (OBC) is one of the most important sources of creativity in modern times. While there is substantial evidence concerning both OBCs and creativity, there remains little understanding of how new product creativity is enhanced in an OBC. The results of a survey of 208...

  • INNOVATION COMMERCIALIZATION STRATEGIES FOR TECHNOLOGY-BASED FIRMS: DO TECHNOLOGICAL REGIMES AND SIZE MATTER? Namatié, Traoré // International Journal of Strategic Management;2013, Vol. 13 Issue 3, p45 

    The central question of this work is do technological regimes and size matter when firms attempt to commercialize their innovations? Contrary to earlier studies on innovation commercialization, the current article is based on the convergence of technologies often necessary to create new products...

  • Life holds the key to creativity. Rubel, Chad // Marketing News;3/25/96, Vol. 30 Issue 7, p2 

    This article presents Creative Impact Group president Joanne Brooks' philosophy on creativity in marketing. Although Brooks is a strong believer in brainstorming, she believes that there are other ways for people to get hold of their creativity. She encourages marketers to go to outside events,...


Read the Article


Sorry, but this item is not currently available from your library.

Try another library?
Sign out of this library

Other Topics