publication . Article . 2000

the impact of an integrated marketing and manufacturing innovation

Glen M. Schmidt; Evan L. Porteus;
Open Access
  • Published: 01 Jan 2000 Journal: Manufacturing & Service Operations Management, volume 2, pages 317-336 (issn: 1523-4614, eissn: 1526-5498, Copyright policy)
  • Publisher: Institute for Operations Research and the Management Sciences (INFORMS)
Abstract
Suppose you are a Marketing Manager envisioning a new product, or an Operations Manager contemplating a process improvement, or a CEO who commissioned an integrated new product development team. If our assumptions hold, our model offers you a single numerical measure, called the degree of product/process innovation, to determine your initiative's impact on potential sales, prices, market segments, and profits. Our simple, single-period model is a variation of the existing vertically differentiated products model: There are two competing substitute products, and customers will buy at most one of them. Our contribution is to allow new relationships between the val...
Subjects
free text keywords: degree of product/process innovation, low-end encroachment, high-end encroachment, reservation price, disruptive technology, operations strategy, vertically differentiated products, Management Science and Operations Research, Strategy and Management, New product development, business.industry, business, Core product, Product proliferation, Economics, Substitute good, Operations management, Microeconomics, Product differentiation, Product management, Market segmentation, Product design
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