Abstract
A survey of marketing literature reveals that little, if any, empirical research has been done to examine the impact of the adoption of the marketing concept on new product planning. The purpose of this paper is to describe a research study done to fill this void.
Keywords
MarketingBusinessProduct planningProduct (mathematics)Marketing researchNew product developmentMarketing managementEmpirical researchMarketing strategyMathematics
Affiliated Institutions
Related Publications
Organization Strategy and Structural Differences for Radical Versus Incremental Innovation
The purpose of this study was to test a model of the organizational innovation process that suggests that the strategy-structure causal sequence is differentiated by radical ver...
The fit between product market strategy and business model: implications for firm performance
Abstract We examine the fit between a firm's product market strategy and its business model. We develop a formal model in order to analyze the contingent effects of product mark...
Information Technology Adoption Across Time: A Cross-Sectional Comparison of Pre-Adoption and Post-Adoption Beliefs1
The process of information technology adoption and use is critical to deriving the benefits of information technology. Yet from a conceptual standpoint, few empirical studies ha...
Understanding Post-Adoption Behavior in the Context of Online Services
This paper examines post-adoption behavior (continued adoption versus discontinuance) within the context of online service use. Innovation diffusion theory is used as a theoreti...
The Impact of Market Knowledge Competence on New Product Advantage: Conceptualization and Empirical Examination
Although the role of market knowledge competence in enhancing new product advantage is assumed widely in the literature, empirical studies are lacking because of an absence of t...
Publication Info
- Year
- 1980
- Type
- article
- Volume
- 44
- Issue
- 1
- Pages
- 19-25
- Citations
- 190
- Access
- Closed
External Links
Social Impact
Altmetric
PlumX Metrics
Social media, news, blog, policy document mentions
Citation Metrics
190
OpenAlex
Cite This
Leigh Lawton,
A. Parasuraman
(1980).
The Impact of the Marketing Concept on New Product Planning.
Journal of Marketing
, 44
(1)
, 19-25.
https://doi.org/10.1177/002224298004400103
Identifiers
- DOI
- 10.1177/002224298004400103