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Innovation Development Process and Consumer Barries
Halmstad University, School of Business and Engineering (SET).
Halmstad University, School of Business and Engineering (SET).
Halmstad University, School of Business and Engineering (SET).
2003 (English)Independent thesis Basic level (degree of Bachelor)Student thesis
Abstract [en]
This dissertation deals with the innovations in the American market of beverage. It is mainly based on the case study of The Coca-Cola Company with two of its products, New Coke and Vanilla Coke. We tried to find out the proper way of launching innovations, through the different steps of the new product devlopment process. For this, we compared the theoretical way of launching new produts with the way The Coca-Cola Company used for its products. This comparison, made with primary and secondary data sources, allowed us to detect some reasons that can make an innovation successful, and some that can drive to failure. Thus, we showed that the strength of the customers´barriers is a major factor of failure.
Place, publisher, year, edition, pages
2003.
Identifiers
URN: urn:nbn:se:hh:diva-11477Local ID: U10499OAI: oai:DiVA.org:hh-11477DiVA: diva2:366608
Uppsok
Social and Behavioural Science, Law
Note
Denna uppsats kan beställas från arkivet / This paper can be ordered from the archive. Kontakta / Contact: arkivet@hh.seAvailable from: 2010-11-09 Created: 2010-11-09Bibliographically approved

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CiteExportLink to record
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Citation style
  • apa
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  • modern-language-association-8th-edition
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