Synopsis
The profitability and even the survival of an organization depends on its capacity to innovate with products and services and market them effectively. The link between innovation and business performance is well established, making the study of innovation and new product and service development of critical importance to the study of business.
New product development is also a critical marketing issue, with the satisfaction of customers based on the core products and services of a firm and how they are differentiated from competitors. Equally important are the technological, organizational and strategic strengths of a firm, making the development of new products and services a multidisciplinary endeavor.
Edited by one of the world′s leading authorities in the area, New Product and Services Development, a four-volume set, is arranged so as to emphasize the different perspectives on the development of new products and services, ranging from the characteristics of intervention through the lens of different business functions, to organizational culture, strategy and marketing.
Volume 1: Innovating New Products and Services: The Dimensions of Innovations
Volume 2: Orienting the Firm for Promoting Innovations: The Dimensions of Innovations
Volume 3: Organizing to Innovate: Adapting the Firm to Innovate
Volume 4: Launching New Products and Services: Marketing Innovations Effectively
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About the Author
Hubert Gatignon is the Claude Janssen Chaired Professor of Business Administration at INSEAD. He joined INSEAD in 1994 from the Wharton School of the University of Pennsylvania where he was Professor of Marketing. His most recent research concerns strategies for entering a market and for defending a brand′s position, as well as international marketing strategy.
Professor Gatignon′s publications have appeared in Communications Research, International Journal of Research in Marketing, Journal of Business Research, Journal of Consumer Research, Journal of International Business Studies, Economics and Organization, Journal of Marketing, Management Science and many others. He is the author of Statistical Analysis of Management Data and he is also a co-author of MARKSTRAT3: The Strategic Marketing Simulation, ADSTRAT: An Advertising Decision Support System and COMPTRACK: A Competitive Tracking Software. He co-edited The INSEADWharton Alliance on Globalizing: Strategies for Building Successful Global Businesses.
Professor Gatignon is an Associate Editor of the Journal of Marketing Research and he serves on the editorial boards of International Journal of Research in Marketing, Journal of Business-to-Business Marketing, Journal of Marketing, Journal of the Academy of Marketing Science, Marketing Letters, Marketing Science and Recherche et Applications en Marketing.
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