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The Fast Path to Corporate GrowthLeveraging Knowledge and Technologies to New Market Applications$
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Marc H. Meyer

Print publication date: 2007

Print ISBN-13: 9780195180862

Published to Oxford Scholarship Online: October 2011

DOI: 10.1093/acprof:oso/9780195180862.001.0001

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New Brand and Product Line Development at Mars

New Brand and Product Line Development at Mars

(p.211) Chapter Ten New Brand and Product Line Development at Mars
The Fast Path to Corporate Growth

Marc H. Meyer

Oxford University Press

This chapter describes how one such firm—Mars, Incorporated—has become a leader in innovating new product concepts. In fact, the chapter sees how teams inside the company synthesized many of the methods described in this book: segmenting markets for growth, diving deep into user needs, defining new product line architectures to incorporate modular platforms and flexible manufacturing processes, and combining all these factors into business models different from the company's standard fare. The chapter also suggests how new market applications can change the way a company thinks about itself as a business—not just what it makes, but how it sells and how it makes money. It then provides instructive examples for the business model before and the financial modeling and business process.

Keywords:   Mars Incorporated, new product concepts, segmenting markets, user needs, product line architectures, modular platforms, flexible manufacturing processes, business models, new market applications

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