CATÓLICA-LISBON researcher and Dean for Executive Education Céline Abecassis-Moedas has had her work in the fields of Management and Marketing recognized with the prestigious award “Prix académique de la Recherche en Management”, attributed by the FNEGE and the Syntec Conseil.
The article “Drivers and Pathways of NPD Success in the Marketing-External Design Relationship”, published in 2019 in the Journal of Product Innovation Management, was highlighted by the awarding institutions as the best paper on the topic of “transforming Marketing and the client relationship”. Céline Abecassis-Moedas authored this paper with Aurélie Hemonnet Goujot from the Université Aix Marseille - IAE, and Delphine Manceau from the Neoma Business School.
In their paper, Céline Abecassis-Moedas and coauthors describe how New Product Development (NPD) depends on a good relationship between marketing and external design, which should cooperate in order to guarantee the sucess of the new product. Their research showed different factors which impact NPD success, including source of design expertise, design brand commitment and number of NPD stages that involve the designer.
Drivers and Pathways for NPD Success in the Marketing from FNEGE MEDIAS on Vimeo. The three coauthors explain, in French, the main points of their work.
“The role of design in new product development is key for success. For that it is essential to manage designers and external designers strategically,” explains Céline Abecassis-Moedas.
Practitioners, the researchers note, should carefully manage branding in external design of a new product, and marketing departments should involve the company’s key decision-makers with the designer during the process.
This prize is attributed annually to the scientific articles which contribute the most to the field of Management in each year, by the Syntec Conseil, the professional union for consulting firms in France, and the FNEGE, the National Foundation for Companies Management Academic Education.
The award winners and the judges of this award will author papers for a publication in the Harvard Business Review. Due to the pandemic the world currently faces, there will be no awards ceremony in person, but webinars by the laureates will be held starting in September.