Innovation Development Process and Consumer Barries 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, id: 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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