| Summary: | M.Com. (Business Management) === The industrial product manager is responsible for the development and marketing of a product. This includes more than just the properties of the product. To be successful during the process of development and marketing of industrial products, there must be sufficient knowledge about the factors influencing it as well as the relative importance that is placed on it by the target market. The aim of this study was to identify critical factors for the success of new products in the industrial environment. These critical succfess factors were further verified, and their rank of importance determined, in the chemical industry of South Africa. The results of this study can be used by product managers in the industry to improve their new product programs in those areas which are considered as important during and by the development and marketing processes of enterprizes. Thirteen critical success factors, and their rank of importance, were established as th following: 1. A superior product 2. Solid up-front homework prior to development 3. Quality technological actions 4. Quality marketing actions 5. Innovativeness 6. A ttractive markets 7. A quality launch 8. Low-risk, important purchase 9. Familiar, known arenas 10. Sharp and early product definition 11. Cross-functional team approach 12. Non-product advantage 13. High synergy None of these factors can be ignored during the development and marketing...
|
|---|
