Discovering diversity in marketing practice

Murray, John A.; O’Driscoll, Aidan; Torres, Ann M.

doi:10.1108/03090560210417183

Cited by 30 publications

(20 citation statements)

References 33 publications

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“…This would reaffirm suggestions by Loch () and Murray et al. () that there is no one best practice for NPD. However, there was a consensus on some characteristics as “best,” suggesting that there are likely generalizable characteristics of best and poor practice—those practices identified as poor should be avoided.…”

Section: Discussionsupporting

confidence: 81%

See 1 more Smart Citation

An Examination of New Product Development Best Practice

Kahn¹,

Barczak²,

Nicholas³

et al. 2012

J of Product Innov Manag

140

148

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Efforts continue to identify new product development (NPD) best practices. Examples of recognized studies include those by the Product Development and Management Association's Comparative Performance Assessment Study and the American Productivity Quality Center NPD best practices study. While these studies designate practices that distinguish top-performing companies, it is unclear whether NPD practitioners as a group (not just researchers) are knowledgeable about what represents a NPD best practice. The importance of this is that it offers insight into how NPD practitioners are translating potential NPD knowledge into actual NPD practice. In other words, are practitioners aware of and able to implement NPD best practices designated by noteworthy studies? The answer to this question ascertains a current state of the field toward understanding NPD best practice and the maturity level of various practices. Answering this question further contributes to our understanding of the diffusion of NPD best practices knowledge by NPD professionals, possibly identifying gaps between prescribed and actual practice. Beginning the empirical examination by conducting a Delphi methodology with 20 leading innovation researchers, the study examined the likely dimensions of NPD and corresponding definitions to validate the NPD practices framework originally proposed by Kahn, Barczak, and Moss. A survey was then conducted with practitioners from the United States, United Kingdom, and Ireland to gauge opinions about perceptions of the importance of different NPD dimensions, specific characteristics reflected by each of these dimensions, and the level of NPD practice maturity that these characteristics would represent. The study is therefore unique in that it relies on the opinions of NPD practitioners to see what they perceive as best practice versus prior studies where the researcher has identified and prescribed best practices.Results of the present study find that seven NPD dimensions are recommended, whereas the 2006 Kahn, Barczak, and Moss framework had suggested six dimensions. Among practitioners across the three country contexts, there is consensus on which dimensions are more important, providing evidence that NPD dimensions may be generalizable across Western contexts. Strategy was rated higher than any of the other dimensions followed by research, commercialization, and process. Project climate and metrics were perceived as the lowest in importance. The high weighting on strategy and low weighting on metrics and project climate reinforce previous best practice findings. Regarding the characteristics of each best practice dimension, practitioners appear able to distinguish what constitutes poor versus best practice, but consensus on distinguishing middle range practices are not as clear.The suggested implications of these findings are that managers should emphasize strategy when undertaking NPD efforts and consider the fit of their projects with this strategy. The results further imply that there are clearly some poor practi...

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Section: Discussionsupporting

confidence: 81%

“…Some researchers contend that best practices vary from firm to firm, evolving over time, and with changes in the marketplace (Murray, O'Driscoll, and Torres, ). Thus, there is no “one best way” to high performance but rather different routes to the same end goal.…”

Section: The Meaning Of Npd Practice and Npd Best Practicementioning

confidence: 99%

An Examination of New Product Development Best Practice

Kahn¹,

Barczak²,

Nicholas³

et al. 2012

J of Product Innov Manag

140

148

View full text Add to dashboard Cite

show abstract

“…Finally the maintainability of the CLIMB model, as well as for all maturity models, cannot be underestimated. Indeed, the concept of best practice is a dynamic concept (Griffin, 1997;Murray et al, 2002;Barczak and Kahn, 2012;Rossi, 2014): whatever is leading to extremely good results nowadays, could maybe lead to different results in the future. This is what happened for example with Cooper's stage and gate model, which is today considered not as extremely competitive as it was when it was introduced; but still it is entered in what we could call a must practice.…”

Section: Related and Future Researchmentioning

confidence: 99%

CLIMB: maturity assessment model for design and engineering processes

Terzi

Rossi

2017

IJPLM

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In order to deliver products successfully, companies can choose between vast amounts of best practices to apply in their product development. However product development processes are still wasteful in practice. With the aim of creating awareness between practitioners on the meaning of product development best practices, and to propose how a company could measure its maturity in product development activities, this paper proposes CLIMB: a maturity assessment model based on prevalent product development best practices from literature. Additionally, the paper proposes the results of an empirical data collection in 2012-2013 within the GeCo Observatory initiative in Italy, which gathered data through more than 100 semi-structured face-to-face interviews from Italian and international companies using the CLIMB model. The result is that the tool is effective and further research has been stimulated to understand which circumstances lead the choice of certain best practices over others.Keywords: design and engineering best practices; design and engineering processes; product development process; maturity model; best practice; benchmarking; chaos-low-intermediate-mature-best practice; CLIMB.Reference to this paper should be made as follows: Rossi, M. and Terzi, S. (2017) 'CLIMB: maturity assessment model for design and engineering processes', Int.

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“…Jason Hobart, Marketing Director of Stirling Publisher; "...marketing is at the end of the day selling, and you sell more by having the right product at the right price and knowing who the right people are to sell it to." It can be argued then, that success is not just about basing business activity on a single, 'right' way (Murray et al 2002). Robbin's (1991) in-depth case study analysis of a family company, found that although strategic marketing planning was absent, the company was prospering.…”

Section: Article Of Faith: There Is Only One Definition Of Marketingmentioning

confidence: 99%