We live in a dynamic and rapidly changing world. Increased leisure time, more ‘working mothers’, cheaper travel and the explosion of mass communications have all caused consumers to re-examine their life-styles and aspirations and thus have created new patterns of demand. So now, more than ever before, companies need successful new products:
to replace the volume and profits from established products either under attack from competitors, or nearing the end of their life-cycles;
to develop their business by seizing fresh opportunities to satisfy consumer demand.
KeywordsProduct Development Product Idea Significant Point Corporate Identity Rational Brand
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