MARKETING PLAN EXPLORER
Copyright 2002, Professor Jerome M. Katrichis
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III. EXTERNAL SITUATION ANALYSIS
D. 1. D. New product development technology.
In some industries a source of competitive advantage is the ability to get to market with new products faster than competitors. This new product lead time advantage is really based on superior new product technology. This section should detail the competitor's ability to develop new products, and forecast whether that ability is likely to change in the future.