Originally Published MX July/August
2002
BUSINESS PLANNING & TECHNOLOGY DEVELOPMENT
Brainstorm Now,
Storm the Market Later
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No matter how narrow a company’s product focus, creative thinking applied to new product development can pay off in terms of business growth and market position.
Consider Glade, a division of S. C. Johnson & Son, whose business plan is definitely products-oriented. At one time, the Glade product line consisted of aerosol air freshener, which came in a few traditional scents. As the company sought to develop new, yet related, products, it introduced air freshener in the form of scented candles. This innovation was followed by a refillable plastic device that plugged into an electric outlet to give off a fresh scent. Next came scented oils—also in refillable containers—with a stronger aroma. An array of bold new scents has followed. These enhancements of the firm’s original product offering now occupy several shelves in the neighborhood supermarket or drugstore, worldwide.
Copyright ©2002 MX
