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,.&Hudson, L.AandJ.L.Ozanne. Alternative Waysof Seeking Knowledge Consumer Reaearch,Journal of Consumer Research , 1988, 14(March),pp.5-11.
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$Wang Yan Yu# irS\SNkSp|`d#(&'(}*W'&zh%
A New Approach
to Product Development Theory and Practice
From Positivism to Interpretivism
WANG Yan Yu
Traditionally, Chinese marketing theory and practice was carried out imi-tating the example of excellent foreign affiliated company or/and introducing the newest foreign marketing theories one after another.
However in recent years, it emerged that the excellent model itself have not always realized any expectations of marketing success. For example, Coca
Colas series of new product line failed in Chinese market !6:45",
!6:40",!19",!;8"etc, in spite of massive market research linked to a large number of consumers. Similar case appeared at a certain big apparel maker. They could not understand the reason at the first time.
Gradually, they have come to acknowledge that massive market research method did not work for successful new product development, and they reex-amined the methodological standpoint on which they undoubtedly relied. Mar-ket and consumer transcend the accurate estimate by positivism way of re-search. In place of positivism, interpretivism appeared as new approach and methodological standpoint.
This article give a picture of the background of these change, the character-istics and differences of both approaches, the effectiveness of interpretivism and synthesis of both approaches.