Title: An examination of New Product Development strategy and brand equity approaches for retailers

Authors: Ming-Tien Tsai, MengKuan Lai, Ching-Liang Chen

Addresses: Graduate Institute of Business Administration, National Cheng Kung University, Tainan City, Taiwan. ' Graduate Institute of Business Administration, National Cheng Kung University, Tainan City, Taiwan. ' Yung Ta Institute of Technology and Commerce, Taiwan

Abstract: This study discovers that dimensions of product design, selling price, presentation and packaging are quite important in strategy execution. However, the dimension of promotion, that is not significant effect on customer shopping preferences. About the NPD strategy to brand equity, this results display that product design, selling price, presentation and promotion are very significant effect on brand equity, but the dimension of package is not supported. This proposed model displays the rigorous method of SEM and statistically significant level on the model fit. It reveals that NPD should focus on a brand strategy that leads to brand equity if possible.

Keywords: new products; new product development; NPD; product strategy; brand equity; customer preferences; shopping preferences; product design; selling price; product presentation; product packaging; product promotion.

DOI: 10.1504/IJSTM.2009.024566

International Journal of Services Technology and Management, 2009 Vol.11 No.4, pp.355 - 373

Received: 26 Apr 2008
Accepted: 23 Oct 2008

Published online: 10 Apr 2009 *

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