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A year ago
Martin is the new director of marketing at Panther Shoes, a manufacturer of sports apparel. In Martin's first staff meeting, a heated discussion erupts over the need to develop new products. The product manager explains that they have had a loyal following of consumers and do not need to develop new products. Others disagree. How should Martin respond?
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Business Essentials, Canadian Edition

Edition: 8th
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A year ago
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No matter how successful a company's current products are, it will have to cope with the impact of new technologies, strong competition, and shifting consumer preferences. This means that no firm can assume that its current product line will always be of interest to consumers. Just because a product has been popular for a long time does not mean that it will continue to be popular in the future. Martin should therefore encourage the product manager to begin the product development process. But given the product manager's viewpoint, Martin will have to work closely with that person to ensure that new product development work is actually started.
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