An exploratory study of the management of product replacement |
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| Authors: | John Saunders David Jobber |
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| Institution: | 1. National Westminster Bank Professor of Marketing , Loughborough University of Technology , UK;2. Lecturer in Marketing , University of Bradford Management Centre , Bradford, UK |
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| Abstract: | The process of product replacement is a surprisingly neglected area of innovation. Its existence as an important corporate activity is known through prior research and anecdotal evidence. This study was designed to shed some light on the replacement activities which are conducted by large companies in Britain and America. The findings revealed a number of different approaches to product replacement and suggested that related activities can be understood (and measured) by seven distinct dimensions. |
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