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知己与知彼一家公司不仅要了解它的市场和顾客,还要了解它自己,芝加哥大学市场和生产管理学教授格里芬认为,新产品开发意味着要对消费者了如指掌,以迎合他们的要求,同时还要考虑公司的特长,如何进行设计和销售新产品,以及这些产品必须适应公司的现有基础。对此钻研得越仔细,发现必须克服的障碍也就越多。当休利特-帕卡德医疗产品集团分别把它们10种新产品和10种成功的新产品作比较研究时,惊奇地发现总共有14个基
The confidant and knowing company should not only understand its market and customers, but also understand itself. Griffin, professor of marketing and production management at the University of Chicago, believes that new product development means knowing consumers well to meet their requirements. At the same time, we must also consider the company’s specialty, how to design and sell new products, and these products must adapt to the company’s existing foundation. The more careful this study has been, the more obstacles must be overcome. When the Hewlett Packard Medical Products Group compared their 10 new products and 10 successful new products, they were surprised to find that there were a total of 14 bases.