Supply chain market orientation in new product development in the UK: A pilot case study

Abstract

Textile industry supply chains take raw materials through several processes before reaching the consumer. At the start of a supply chain the consumer seems far away and the degree to which the raw material plays a part in the consumer product is difficult to gauge. This case presents details of market research for a new product development that aimed to give consumer focus for a manufacturer positioned at the start of the textile and clothing supply chain. The case uses an adaptation of the Kano model to help focus on consumers’ needs and expectations. The paper describes the development of the Kano model, the findings of the research and the implications for management in terms of new product development.

Citation

Redfern, R. and Davey, C.L. (2003), "Supply chain market orientation in new product development in the UK: A pilot case study", Journal of Fashion Marketing and Management, Vol. 7 No. 1, pp. 65-77. https://doi.org/10.1108/13612020310464377