Strategies for New-Product Introduction Market Pull: "Make what we can sell" Organize resources to fulfill customer demand Food industry Technology Push: "Sell what we can make" Develop superior technologies and products Electronics Interfunctional View: most difficult Cross-functional design team - marketing, engineering, operations, finance Challenge to gain cooperation of all functions Consider existing and new markets Question: There are three approaches to developing new products: market pull, technology push and interfunctional. Please pick one approach and provide a specific example (product) that the approach was applied. Did this approach give a competitive advantage? Connect the product-process matrix to the approach you chose? Does it support a competitive advantage for corporate strategy? Discussion