From market entry to new product development in China: Environmental Systems Controls

Abstract

Purpose

The paper plans to explore the global environment and its implications for new product developers.

Design/methodology/approach

The case was written after in‐depth interviews with company managers.

Findings

The paper provides information and action approaches to new product developers engaged in global marketing.

Research limitations/implications

As with most case studies, the situation, industry response and results are pertinent to this particular company. There may be limitations in generalizing to other industries or other countries.

Practical implications

The paper demonstrates a competitive approach to new product development and marketing strategy. It serves as an example of one technique to compete in industrial marketing.

Originality/value

The case reflects an innovative attempt to increase customer service, decrease cost and increase competitiveness in an industrial setting. The specific techniques and decisions represent a potentially valuable response to global competitiveness.

Citation

Pitta, D. (2005), "From market entry to new product development in China: Environmental Systems Controls", Journal of Product & Brand Management, Vol. 14 No. 2, pp. 119-122. https://doi.org/10.1108/10610420510592608