Indian Journal of Marketing
By: Associated Management Consultants (P) Ltd.Single Issue
Single Issue
- IJM-June08-Article2-Product Development: The Case of An OEM
- Price : 80.00
- Published on June 1, 2008
- Associated Management Consultants (P) Ltd.
- Issues 520
- Language - English
- Published monthly
About this issue
The case highlights about the product development initiatives undertaken by an OEM for its brake lining components, spares and parts business in order to re-design and align the products to the brake unit. The OEM focused upon compact design orientation and emphasized multi-utility spare development to reduce the number of spares and parts required in the brake unit and allow the design compactness to reduce the bulge of the brake unit. Initially the market response favoured the company but then immediately sales begin to decline. The company appointed experts to probe into the matter for identification of cause and antidote. The aim of the paper in the wake of the situation is to seek what product development is not about. The paper concludes with an end note that product development can not be mistaken for compactness, design or the technology solely.
About Indian Journal of Marketing
INDIAN JOURNAL OF MARKETING (ISSN 0973-8703) is a double blind peer reviewed refereed monthly journal, which was started in 1968. It is the oldest and the only monthly journal of Marketing in India. It is an authentic research publication dealing with Marketing; Advertising; Consumer Behaviour; Sales Management; Advertising & Promotion Management; Business Education; Business Information Systems (MIS); Business Law; Communication; Direct Marketing; E-Commerce; Global Business; Health Care Administration; Marketing Research; Marketing Theory & Applications; Office Administration/Management; Organizational Development; Production/Operations; Public Administration; Retailing; Sales/Selling; Services; Tourism, Hospitality & Leisure; and Industrial Organization.