The Role of Marketing Function in the New Product Development Process in the Hotel Industry

다국어 초록 (Multilingual Abstract)

Purpose: The purpose of this study was to investigate the role of marketing function in New Product Development(NPD) in the hotel industry.
Method: In the research, using in-dept interviews with ten hotel managers and executives in the UK and South Korea, data were collected in the area of NPD.
Results: Overall, this research found that categorization of new products in general in not fully applied to the hotel industry, due to their varied characteristics, including intangibility, heterogeneity, perishability and inseparability. However, the predevelopment stages was emphasized by the entire process and to a perversion of the concept of the product itself. In order to launch a new product successfully, the role of marketing is more than ever vital, leading activities in the commercialization.
Conclusion: In conclusion, the results of this paper suggest that sophisticated market research is not performed as part of the process, but it is carried out throughout the process to monitoring market changes in the hotel industry. This study, furthermore, require into the specific NPD framework with a specific example of a new product in an organization, which would contribute to setting more systemic behavior for practitioners of NPD in hotels.

목차 (Table of Contents)

• Ⅰ. Introduction
• Ⅱ. Research Methodology
• Ⅲ. Results
• Ⅳ. Discussion
• Ⅴ. Conclusion & Recommendation
• References