Open Conference Systems, 16th SGBED & XII ESPM International Conference in Management

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How to develop and sustain a harmonic interaction between the NPD team and the brand management team?

Last modified: 2019-03-22


A harmonic interaction between the teams in charge of the New Product Development and Brand management is important for SMEs to prosper in today’s competitive business environment. The implementation of efficient Brand Management activities should work in parallel with NPD efforts.  The achievement of such integration is the focus of this in-depth investigation in four Slovenian companies. Findings show that the level of interaction between the NPD and brand management processes alongside definitions of brand and brand management vary widely across companies; the reported relative importance of such integration is in direct alignment with the reported level of integration; and smaller companies report greater interaction along with greater tension between departments. Implications and suggestions for further research are also provided.


New Product Development, Brand Management, Interaction, Business Process, Slovenia


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