【摘要】 开发适合市场需求的新产品已经成为企业获得竞争优势的重要来源。通过对海尔三个实践案例的分析,指出零售商是企业获得新产品开发创意的重要源泉,并提出了通过零售商获得新产品开发创意的途径。研究结论不仅丰富了现有的理论成果,同时也为我国企业实践提供了有益的指导。更多还原

【Abstract】 It is an important source for firms to get competitive advantage through developing new products suitable for the market.Based on the analysis of three cases from Haier,it points out that retailer is an important source to gain new product development ideas,as well as explores the way to get these ideas through retailers.The findings enlarge the extant researches and provide useful guidelines for managerial practice.更多还原