United Beverages: Product Development Genius or One-Hit-Wonder?

2017 ◽  
pp. 1-13
Author(s):  
Raul O. Chao ◽  
Stylianos (Stelios) Kavadias
Keyword(s):  
Resource Allocation ◽  
Product Development ◽  
Development Strategy ◽  
New Product Development ◽  
New Product ◽  
Development Team ◽  
The Past ◽  
Brand Recognition ◽  
Product Development Strategy ◽  
Future Growth

United Beverages' first product, GangBusters Interactive Beverages, has reached the stage of wide brand recognition. However, over the past 12 months, growth has stalled and the product development team at United Beverages is considering several ideas for future growth. The team must consider market and technical uncertainty as well as resource allocation issues as they define the new product-development strategy for United Beverages.

scholarly journals Prototyping in New Product Development: Strategy Considerations

Procedia CIRP ◽  
2016 ◽  
Vol 50 ◽  
pp. 117-122 ◽  
Author(s):  
Christer W. Elverum ◽  
Torgeir Welo ◽  
Sigmund Tronvoll
Keyword(s):  
Product Development ◽  
Development Strategy ◽  
New Product Development ◽  
New Product ◽  
Product Development Strategy
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