2002 | OriginalPaper | Chapter
Innovation and Product Management
Authors : Philippe Malaval, Christophe Bénaroya
Published in: Aerospace Marketing Management
Publisher: Springer US
Included in: Professional Book Archive
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The product plays a determining role in company strategy especially in the aerospace sector. Pricing, distribution and communication strategies are all closely linked to the choices made as to the product portfolio. Grids and matrixes for analyzing the portfolio are effective tools for making sure that the company is in phase with its market and has a product range to meet objectives. However, before using them we must look at the experience curve and life cycle in the aeronautics and space sector.