ABSTRACT
This conclusion presents some closing thoughts on the key concepts discussed in the preceding chapter. The book has sought to draw attention to the need to understand more comprehensively and deeply the strategic and marketing contexts in which innovation occurs. The Langrish's statement that effective innovation depends upon the coincidence of the development of technological means to fulfil customers' needs in a comparatively advantageous way. The book pointed out that marketing-oriented management is itself a response to prevailing market conditions, notably competitive endeavours and the availability to potential buyers of discretionary income. Turnbull and Cunningham point out that a closer need exists for purchasing strategies to be fully integrated into corporate plans. The book towards viewing the new product development process primarily as a means of reducing uncertainty has precluded detailed consideration of the organisation of that intra-corporate process. It makes a case for greater understanding of the complexities of the new product development process in the firm.
