faculteit: "FEB" en publicatiejaar: "2012"
| Auteur||M. Halbe|
|Titel||Linking market information and product development.|
|Begeleiders||E. Peelen, M. Hendriks, M. Doerell|
|Faculteit||Faculteit Economie en Bedrijfskunde|
|Opleiding||FEB MSc Business Studies|
|Samenvatting||The fashion retail industry is shaped by a volatile environment and hyper competition (Kilduff,2000). Product development in the apparel company is a complex process in which many departments are involved and need to share information, coordinate tasks and collaborate. While|
there is extensive literature about the market orientation concept, research is more scarce when it comes to its managerial implications for the organization. Hence, this research investigates how the
concept can be applied on a micro-level. It strives to answer the question how market information should be used throughout the product development process of a fashion retail company. The conceptual model that is based on the market orientation literature displays a product development process in which customer-, competitor- and market information are connected through crossfunctional coordination. The exploratory study about market information in the product
development consists of a case study in a European retail fashion chain, Mexx Europe B.V. Semistructured interviews explore the state of market orientation and patterns of the product development process in the company. Good communication, clear structures and proper use of
market information in the process are key to deliver the right product for the consumer on time.
Fast response to the market is only possible with a high level of flexibility, short lead times and a smooth information flow.
|Soort document|| scriptie master|
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