Discuss the features and limitations of focus group interviews for use in new-product planning.
Answer to relevant QuestionsIdentify and discuss the important issues in deciding how to organize for new-product planning. Examine the new-product-planning process assuming a platform strategy is being used by the organization (see Exhibit 8.10). How does the use of a platform strategy alter the planning process? Eli Lilly & Company manufactures a broad line of pharmaceuticals with strong brand positions in the marketplace. Lilly is also a manufacturer of generic drug products. Is this combination branding strategy a logical one? If ...How does improving product quality lower the cost of producing a product? Discuss some of the important strategic issues facing a drug manufacturer in deciding whether to distribute veterinary prescriptions and over-the-counter products through veterinarians or distributors.
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