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Item Information   Holdings       More by this author     Geiss, Gerald W.     Subjects     New products -- Management     Marketing.     Strategic planning     Performance standards     Business communication     Knowledge management     Teams in the workplace     Creative ability in business     Project management     MSEM Thesis.     Browse Catalog     by author:      Geiss, Gerald W.       by title:      Utilizing core compe...         MARC Display

Utilizing core competencies for new product development and marketing / Gerald W. Geiss. by Geiss, Gerald W. Subjects New products -- Management   Marketing.   Strategic planning   Performance standards   Business communication   Knowledge management   Teams in the workplace   Creative ability in business   Project management   MSEM Thesis. Description:  102 leaves : ill. ; 29 cm. Contents:  Advisor: Dr. Paul Hudec. Committee members: Kimbel Nap, Gene Wright. Introduction -- New product development -- New product marketing -- Bringing the two together -- Conclusion. Recently, companies have been devoting much attention to core competencies. As will be demonstrated, companies that develop strategies around their core competencies often perform well. Several examples will back this claim. Core competencies are unique for the organization that holds them. However, it is proposed that core competencies of a company are built or based upon common underlying factors. For most companies, these factors would include innovation, communication, knowledge, and teamwork. While core competencies are unique to an organization, the underlying factors can share some commonality. This commonality is reviewed to determine the underlying factors and to identify the core competencies required for new product development and marketing. The correlation between innovation, communication, knowledge, and teamwork and how they relate to core competencies is explained. For example, core competencies are built upon the unique collective learning and knowledge of the organization. Communication is a tool to transfer knowledge from one person to the next. Communication may take place verbally, in written form, or by sharing experience. Teamwork is a means to get people from various parts of the company together so that they can communicate effectively. Teamwork also facilitates the building of knowledge. Ideas can be presented and expanded upon through other team members. Innovation comes from new ideas being generated inside the company. These ideas may come from teamwork or the knowledge that is being created within the company. New product development and marketing can use these factors to create their own core competencies. For new product development, their goal is to create new, innovative products for the company to market and sell ahead of the competition. Marketing's goal is to find a market for the company's products and services and to keep existing markets abreast of new products and what they offer to the customers. How is this accomplished? New product development uses new technology to create new innovative products. They inform marketing of the new available and upcoming technologies to find out how the market will respond. Marketing communicates with the customers to find out what their needs and requirements are. Unrealized needs are a good opportunity for the company. Marketing also has the task of determining what are the future market needs, even before the customers realize what they are. Marketing then communicates this information back to new product development. When marketing receives the feedback from new product development, they can determine if the technology is a viable option for the company and its market or even find new markets for the pending new products. When marketing relays its information back to new product development, products can be created to meet both the customers' needs and requirements and also their unfulfilled needs. This bi-directional flow of information and knowledge helps the company create new, innovative products that have a viable place in the market ahead of the competition.   Copy/Holding information Location Collection Call No. Status   Walter Schroeder Library Master's Theses AC805 .G45 2005 Available Add Copy to MyList Format: HTMLPlain textDelimited Subject:   Email to:

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