New Product Development

Emmanuel Mogaji ()
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Emmanuel Mogaji: Keele University

Chapter Chapter 9 in Strategic Marketing Management, 2025, pp 245-279 from Springer

Abstract: Abstract This chapter examines the importance of strategic marketing in New Product Development (NPD), focusing on the integration of Customer Value Propositions (CVPs) and Go-to-Market (GTM) strategies. It highlights how NPD drives innovation and ensures products meet customer needs while aligning with organizational goals. By exploring frameworks such as the NPD Funnel, BCG Matrix, and Product Life Cycle (PLC), the chapter provides actionable insights for managers on developing products that stand out in the market. A well-crafted CVP ensures products provide clear value, while a robust GTM strategy guarantees successful product launches and customer engagement. The chapter underscores the importance of cross-functional collaboration, competitive advantages, and leadership in shaping effective marketing strategies. By aligning NPD with strategic goals, companies can drive long-term growth, build customer loyalty, and maintain a competitive edge. This chapter equips managers with the tools and frameworks needed to create impactful products that contribute to sustained business success.

Keywords: New Product Development (NPD); Go-to-Market (GTM) Strategy; Customer Value Proposition (CVP); Strategic Marketing; Cross-functional Collaboration (search for similar items in EconPapers)
Date: 2025
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Persistent link: https://EconPapers.repec.org/RePEc:spr:sprchp:978-3-031-99367-1_9

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DOI: 10.1007/978-3-031-99367-1_9

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