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Virtues revealed in sustained new product creation and marketing : a case study

conference contribution
posted on 06.12.2017, 00:00 by J Livingston, Arthur Jackson
It is more customary in assessing new product development and marketing success and failure stories to discuss the " lessons learnt" in terms of marketing theory and practice rather than in terms of any virtues that might or might not have been revealed. Both these are valuable, but the latter is rarely if ever done. This paper aims to help fill this gap. The paper traces the development of both a new product and a new product developer in the building services industry, culminating in a series of clever modifications of an existing product into a powerful new product to deal with deadly asbestos. The paper reveals the main instrumental and personal virtues that characterise this case study, and hopefully indicates the value to marketing theory and practice that can be gained by examining NPD and other marketing activities through a virtues lens as well. Such virtues may well be an important catalyst for product success.

Funding

Category 1 - Australian Competitive Grants (this includes ARC, NHMRC)

History

Start Page

1

End Page

10

Number of Pages

10

Start Date

01/01/2004

ISBN-10

1861741480

ISBN-13

9781861741486

Location

Cheltenham, UK

Publisher

The Business School

Place of Publication

Cheltenham

Peer Reviewed

Yes

Open Access

No

External Author Affiliations

Doctoral Colloquium; Faculty of Business and Law; TBA Research Institute;

Era Eligible

Yes

Name of Conference

Academy of Marketing. Doctoral Colloquium.