Abstract
PurposeProposes exploring a unique approach to the new product development process and its implications for new product developersDesign/methodology/approachThe case was written after in depth interviews with company managers and customers.FindingsProvides information and a description of an innovative guiding philosophy applied to new product development.Research limitations/implicationsAs with most case studies the situation, industry response and results are pertinent to this particular company. There may be limitations in generalizing to other industries or other companies.Practical implicationsDemonstrates a reactive approach to new product development. Also illustrates a successful means of interacting with government markets.Originality/valueThe case reflects a successful strategy based on establishing a trusted expert position in an environmental protection industry. That position allowed the company to act as a pollution avoidance advocate and to gain effective access to decision makers within their customer companies. Within this industry, the strategy is effective and may be emulated.
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