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New Brand and Product Line Development at Mars

Marc H. Meyer

in The Fast Path to Corporate Growth: Leveraging Knowledge and Technologies to New Market Applications

Published in print:
2007
Published Online:
October 2011
ISBN:
9780195180862
eISBN:
9780199851270
Item type:
chapter
Publisher:
Oxford University Press
DOI:
10.1093/acprof:oso/9780195180862.003.0011
Subject:
Business and Management, Knowledge Management

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 ... More


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