TI Cycles: New Product Strategy (C)
Dixit, Mukund R.
Jain, Abhinandan K.
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This case describes the processes used for developing an innovative offer, geared bicycles, for the Indian market. It also briefly describes the current methodology of product development used at TI. The case can be used for understanding the key steps in new offer design and development from sensing of customer needs to developing the methods of new offer design and development. The case can also be used for discussing issues in innovations management.
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