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Designing the front end: how attitudes towards new products are related to company performance

Myfanwy Trueman (Lectures on Designing Organizations at the University of Leeds School of Business and Economic Studies and Bradford University Management Centre. She is part of the Redmill Management Services group of consultants and has recently completed research into new product development in the health‐care industry. Her research interests include corporate attitudes and decision making at the front end of the innovation process, company performance measures, and the role of design in new product development. Can be contacted at Bradford University Management Centre, Emm Lane, Bradford, BD9 4JL. Tel: 01274 733466.)
David Jobber (Reader in Marketing at Bradford University Management Centre. His research interests include provision of information for marketing, decision making, marketing strategy and sales management. He has published extensively in these areas. He has considerable experience of management training including work with Allied Lyons, Rolls Royce, Rhône Poulenc, Bass and the BBC. Can be contacted at Bradford University Management Centre, Emm Lane, Bradford, BD9 4JL. Tel: 01274 733466.)

World Class Design to Manufacture

ISSN: 1352-3074

Article publication date: 1 February 1995

2795

Abstract

A survey of 108 UK industrial companies compares attitudes towards new products with company performance. The research, carried out at Bradford University Management Centre, uses a range of performance measures to examine the product development process and factors that influence the success and failure of projects. The findings indicate where a change of attitude can reduce “time to market”, increase the number of products launched and improve sales growth. Discusses profiles of two companies, Edward Macbean and On Demand Information, together with a new map of the product development environment.

Keywords

Citation

Trueman, M. and Jobber, D. (1995), "Designing the front end: how attitudes towards new products are related to company performance", World Class Design to Manufacture, Vol. 2 No. 1, pp. 17-24. https://doi.org/10.1108/09642369310077733

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MCB UP Ltd

Copyright © 1995, MCB UP Limited

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