New Product Development Strategy: A Case Study in a Textile/Apparel Company

By Mahmud A. Shareef, Uma Kumar and Vinod Kumar.

Published by The Technology Collection

Format Price
Article: Print $US10.00
Article: Electronic $US5.00

Apparel manufacturing firms have provided much attention in recent years on improved market responsiveness by introducing new product in a demand activated, customer driven and retail competitive business environment. New product development, either incremental or radical, is now becoming the key success factors of textile/apparel industries to sustain in the fierce competition. This paper is aimed to study the strategy of new product development of a textile/apparel company in a developing country and thus conducted a case study in a textile/apparel Company in Bangladesh. The company, BDTEXTILE (the name is arbitrary, actual name is documented but not written here) is basically a manufacturer of infants’ clothing and export oriented. At the same time, this company is devoted to introduce and market new product (baby dresses) in domestic market. The company started this manufacturing line recently and set up some strategies that are compatible for local market. By changing design in material, process, assembly, and fashion, the company has introduced infants’ apparel successfully in the local market.

Keywords: Textile Industry, New Product Development, Strategy, Bangladesh

The International Journal of Technology, Knowledge and Society, Volume 4, Issue 1, pp.31-36. Article: Print (Spiral Bound). Article: Electronic (PDF File; 638.877KB).

Mahmud A. Shareef

Student, Ottawa, ON, Canada

Dr. Uma Kumar

Professor, Sprott School of Business, Carleton University, Ottawa, ON, Canada

Dr. Vinod Kumar

Professor, Sprott School of Business, Carleton University, Ottawa, ON, Canada


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