Identify and discuss the important issues in deciding how to organize for new-product planning.
Answer to relevant QuestionsDiscuss the issues and trade-offs of using tight evaluation versus loose evaluation procedures as a product concept moves through the planning process to the commercialization stage. Review 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? Discuss the underlying logic of managing brand portfolio. Why do some products experience long successful lives while others have very short life cycles? Consider the differences in retail concentration between the United States and Europe. How do those differences impact on manufacturers’ channel strategies?
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