Can a market leader regain the initiative when its performance slips?

Article Abstract:

Computer subcomponents makers often face the problem of lengthening product introduction cycles. As the firm matures, it takes longer to design and launch new products. Such firms can benefit from introducing computer aided design in order to decrease the amount of time in launching new products. Firms can also benefit by introducing a team approach to product design. As firms in the computer industry grow, the development process often becomes subdivided as management hopes to reap advantages from specialization. However, specialization often isolates employees that can make major contributions to the design of a new product in another department.

Electronic computers, Methods, Management, Computer industry, Product development, Computer-aided design, Computer aided design

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Brand awareness

Article Abstract:

A hypothetical European consumer goods company's marketing management strategy is presented as a case study in the product management of established brands. An analysis of the firm's European marketing strategy reveals the need to match economy-of-scale production with brand management economy of scale. This brand management strategy is considered necessary given the need to adjust to the challenges of a single European market.

Durable goods, not elsewhere classified, Marketing, Column, Product management, Marketing management, Brand name products, Brand names, Single European market, Consumer goods

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