This paper examines the new product searching methodology of one market-leading firm looking to diversify in the face of market saturation and limited growth potential. We use a framework of the market- and the resource-based view of the firm to inform our analysis of the approach taken and outputs and present some lessons learned in what is a search with a map short of contours and landmarks.
|Title of host publication||National KTP Associates Conference|
|Publication status||Published - 2009|
|Event||National KTP Associates Conference - Brighton, UK|
Duration: 1 Jan 2009 → …
|Conference||National KTP Associates Conference|
|Period||1/01/09 → …|
- Product development