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?
Answer to relevant QuestionsReview the IBM Centenary APPLICATION. What are the important issues confronting IBM’s management in managing the company’s brand portfolio? How can a brand portfolio perspective assist in meeting these challenges? Visit the Yahoo Inc. website. Describe Yahoo’s brand portfolio. Suppose that a top administrator of a university wants to establish a product-management function covering both new and existing services. Develop a plan for establishing a product-planning program. Go to the site of the Agentrix (www.agentrix.com) and review the public pages describing the history, membership and operation of this international online exchange for retailers (combining the earlier online exchanges the ...In the late 1990s, Radio Shack initiated co-branding strategies with Compaq computer and SPRINT. Discuss the logic of this strategy, pointing out its strengths and shortcomings.
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