Product planning in engineering companies: a recent research survey
Malcolm T. Cunningham, Mohamed Hammouda · European Journal of Marketing · 1969
Presents some preliminary findings emerging from a research study discussing some of the factors affecting the adoption of planning in various large engineering groups. Chronicles that product planning embraces both the planning of changes in the product range by adding new products, discontinuing or modifying unprofitable or obsolete products, and also the evolution of a strategy for marketing the ever‐changing range of products. Sums up that the companies who have introduced product planning still face considerable difficulties in restructuring their organisation to accommodate the product planning function.