Innovation and The City
- Department of Marketing, University of Otago
In this paper, a Macromarketing perspective is adopted to examine the relevance of marketing systems, notably product management and innovation, to urban development challenges. The author examines the city as a product and begins the application of the innovation process in urban management following the steps of innovation in product management. An example of the application of the initial new product development steps of idea generation and opportunity identification is presented. A forthcoming expanded version of this paper proceeds through the subsequent steps in the application of the New Product Development process in a city’s industry development.