Gillette

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Edition 10 Developing new products

As a result of carefully reading the Case Study, students should be able to: outline key stages in new product development, differentiate between qualitative and quantitative market research, explain the significance of market segments.

  1. First mover: advantages and risks
  2. Researching and developing a new product
  3. Beating the competition and growing the business
  4. Identifying consumers' needs and wants: Gillette
  5. Conclusion