上海对外经贸大学工商管理学院市场营销学课件 Chapter9.pptVIP

New-Product Development and Life-Cycle Strategies Chapter 9 Learning Goals Learn how companies find and develop new-product ideas Understand the steps in the new-product development process Know the stages of the product life cycle Realize how marketing strategies change during the product’s life cycle Case StudyNokia Focus on Innovation Names its culture of continuous innovation “renewal” Organizes into autonomous units that help foster innovation Large RD budget of $3 billion with 40% of employees involved in RD Corporate Results Annual sales of $36 billion across 130 countries Global ma