Creative Marketing for New Product and New Business by Akira Ishikawa

By Akira Ishikawa

New items and new enterprise improvement require leading edge, inventive advertising strategies so that it will effectively differentiate them from competing items available on the market. this significant publication explores and elucidates the essence of creativity, with an emphasis on easy methods to continue with R&D actions strategically and the way to attach them with profitable items, providers and commercialization. utilizing fascinating, actual case reviews equivalent to ''Healthy Tea '' constructed through Japan Coca-Cola, Inc., the advice engine ''Teach Me digital Appliances'', and the advance of assorted robots, the e-book uncovers the key of profitable advertising and marketing and exhibits how one can boost and set up new services and products on a sustainable foundation. it's going to consequently attract either company practitioners in addition to researchers and scholars drawn to innovation and advertising concerns.

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Sample text

Toward this end, the need arose to bury the perception of distance between executive officers, who carry out corporate operations, and the R&D department. Consequently, Japanese corporations recognized that original product development was indispensable to long-term progress and began to pay attention to the Management of Technology (MOT) concept from around 2000 as a management technique that could make sufficient use of the talents of the engineer. Riding this trend, July 24, 2008 15:40 30 B-606 ch02 Creative Marketing for New Product and New Business Development the “technological management consortium” led by the Ministry of Economy, Trade and Industry, was established in 2003 with the aim of cultivating experts in the management of technology through cooperation between industry, government, and the academic community.

Therefore, businesses need to make good use of technologies accumulated internally, and reexamine the appropriateness of the balance they maintain between development activities that could be completed within the corporation and activities that make use of external resources. To gain a grasp of management resources within the corporation and appropriately apply stakeholder knowledge, the formulation of a clear corporate strategy is required. Toward this end, it can be said that the ability to lead executive officers is a sought-after talent.

4. K. J. Piore, Innovation: The Missing Dimension, Harvard University Press, 2004, Preface and Chapter 2. 5. Takahiro Fujimoto, Akitekucha no sangyo ron (transl. “The industrial theory of architecture”), edited by Takahiro Fujimoto, Akira Takeishi, and Yaichi Aoshima, Business Architecture, Yuhikaku Publishing, 2001, Chapter 1. 6. A. Schumpeter, The Theory of Economic Development: An Inquiry into Profits, Capital, Credit, Interest and the Business Cycle, Harvard University Press, 1934, Chapter 2.

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