..., shape the emergence and growth of trends. The remaining chapters of this part expose the power of trends as purchase drivers, describing their impact on communication, distribution, new products development, and internationalization strategy. In the last chapter the author emphasizes the fact...

... Innovation New products Technology led strategy Consumer behaviour An executive summary for managers and executive readers can be found at the end of this article. As accelerated technology innovations have led to shorter product lifecycles, new generations of products emerge from time...

...Paul Taylor‐West; Heather Fulford; Gary Reed; Vicky Story; Jim Saker Purpose It is generally accepted that the launch of a new product is critical to its success. Key to this is that manufacturers understand the market segment which is targeted for the launch. However, recent research...