Resumo

RAMIREZ LEON, Cecilia. The importance of corporate strategy in the product development: a proposal. Pensam. gest. [online]. 2013, n.35, pp.182-205. ISSN 1657-6276.

Abstract This article contains elements of strategic thinking that contribute to obtain answers to questions such as : In which business are we? What can we do? What can we offer? from within the company, which might constitute the corporate strategy. This is intended to facilitate the identification of the market niche, as well as to determine the type of product or service to be developed. The information obtained by the company about itself, and about the market, is the foundation of the development of a preliminary product brief, which is the beginning of the product or service development. This work contains, on the one hand, the first stage of the Methodological Proposal of product development, which is the Corporate Strategy, on the other hand, this is the result of some of the conclusions of the research project entitled "Review of models of product development, in contrast to the model of concurrent engineering "Studycase: Wood furniture sector of the Industrial Sector in Boyaca", which were developed by the author. The mentioned conclusions express the need of strategic thinking from the process prior to the product development task.

Palavras-chave : Market; niche; customer; product.

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