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

Font Size: 
How to develop and sustain a harmonic interaction between the NPD team and the brand management team?
ANJA STEFAN, CLAUDIO DEMATTOS, NITIN SANGHAVI

Last modified: 2019-03-22

Abstract


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.


Keywords


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

References


Aaker, David A. (1996). Building Strong Brands. New York, London: Free.

Ancona, Deborah Gladstein, & Caldwell, David F. (1992). Demography and Design: Predictors of New Product Team Performance. Organization Science, 3(3), 321-341.

Bastic, M., & Leskovar-Spacapan, G. (2006). What Do Transition Organizations Lack to Be Innovative? Kybernetes, 35(7-8), 972-992.

Briggs, H. (2004). The Value of Integrating the Brand Experience into the Product Development Process. Visions(october 2004), 26-27.

Cooper, Robert G. (2001). Winning at New Products: Accelerating the Process from Idea to Launch (3rd ed. ed.). Cambridge, Mass: Perseus.

Crockett, Jack G. (1962). The Marketing Oriented Technical Product Development Program. Journal of Marketing, 26(3), 42-46.

Fain, N., Schoormans, J., & Duhovnik, J. (2011). The Effect of R&D-Marketing Integration on Npd Success - the Case of Smes in the Growing Economy of Slovenia. International Journal of Technology Management, 56(1), 92-107.

Frank, B. G. J. M. Krake. (2005). Successful Brand Management in Smes: A New Theory and Practical Hints. Journal of Product & Brand Management, 14(4), 228-238.

Gray, C., & Mabey, C. (2005). Management Development: Key Differences between Small and Large Businesses in Europe. International Small Business Journal, 23(5), 467-485.

Gupta, Ashok K., Raj, S. P., & Wilemon, David. (1985). The R & D-Marketing Interface in High-Technology Firms. The journal of product innovation management, 9(2), 12-24.

Huang, X., Soutar, G. N., & Brown, A. (2004). Measuring New Product Success: An Empirical Investigation of Australian Smes. Industrial Marketing Management, 33(2), 117-123.

Jansen, Justin J. P., Bosch, Frans A. J. Van Den, & Volberda, Henk W. (2006). Exploratory Innovation, Exploitative Innovation, and Performance: Effects of Organizational Antecedents and Environmental Moderators. Management science, 52(11), 1661-1674.

Kapferer, Jean Noel. (2012). The New Strategic Brand Management: Advanced Insights and Strategic Thinking ( [Kindle] 5th ed.). London: Kogan Page.

Karjalainen, T.M. (2007). It Looks Like a Toyota: Educational Approaches to Designing for Visual Brand Recognition. International Journal of Design, 1(1), 67-81.

King, N. (2004). Using Templates in the Thematic Analysis of Texts. In C. Cassell & G. Symon (Eds.), Essential Guide to Qualitative Methods in Organizational Research (pp. 256-270). London: SAGE Publications.

Kreiser, P. M., Marino, L. D., Dickson, P., & Weaver, K. M. (2010). Cultural Influences on Entrepreneurial Orientation: The Impact of National Culture on Risk Taking and Proactiveness in Smes. Entrepreneurship Theory and Practice, 34(5), 959-984.

Nyström, H. (1985). Product Development Strategy: An Integration of Technology and Marketing. The journal of product innovation management, 2(1), 25-33.

Pitta, Dennis A. . (2008). Product Innovation and Management in a Small Enterprise. Journal of Product & Brand Management, 17(6), 416-419.

Saunders, John, Wong, Veronica, Stagg, Chris, & Mar Souza Fontan, Mariadel  (2005). How Screening Criteria Change During Brand Development. Journal of Product & Brand Management, 14(4), 239-249.

Tang, Z., Kreiser, P. M., Marino, L., & Weaver, K. M. (2010). Exploring Proactiveness as a Moderator in the Process of Perceiving Industrial Munificence: A Field Study of Smes in Four Countries. Journal of Small Business Management, 48(2), 97-115.

Trott, Paul. (2012). Innovation Management and New Product Development (5th ed.). Harlow: Financial Times Prentice Hall.

Verganti, Roberto. (2008). Design, Meanings, and Radical Innovation: A Metamodel and a Research Agenda. Journal of Product Innovation Management, 25(5), 436-456.


Conference registration is required in order to view papers.