The paper "Boundary Objects in New Product Development" is a great example of a Marketing Case Study, ADT security Corporation is one of the biggest security companies in the world. This company was founded in 1974 and has been providing its services in over 35 countries around the world, with its headquarters at Boca Raton, FL in the United States of America. This company was founded as the gold and stock company in 1876 that sent telegraphs around the United States of America. The president of this company one day woke up to an attack by a burglar and this inspired him to start home security systems.
In 1874 the company changed its name to American District Telegraph (ADT) and later in 1876 in stopped the telegraphing business and specialized only in the provision of security systems (ADT, 2014, n. p). The current Chief Executive Officer of ADT security Corporation is Mr. Narek K. Gurshahaney. This security company is known all over the United States of America and Canada for providing security products such as Home Security Systems, Custom Home Security Systems, Home Health Systems, Home Video Surveillance, Home Remote Controls, Interactive Management & Computerization Systems, Business Intrusion Detectors, Video Surveillance for Businesses, Business Electronic Entrance Control, Business Remote Management & Automation Products (ADT, 2014, n. p).
This Corporation serves over seven million customers in different countries and holds a quarter of the residential market and 15% of the corporate market in providing security systems. The company grew further in 2010 when it acquired the operations of Broadview Security Company. Tyco International the company that owns the ADT security corporation announced in 2010 that two of the biggest security companies in the United States of America would be coming together to form one big company.
All the customers and revenue owned by Broadview Security Company would now be assumed by the ADT Security Corporation (ADT, 2014, n. p). The ADT security Corporation works under authorized dealer systems where different dealers of security products are authorized by the company to install security systems for different ADT customers and later the installations will be monitored by ADT agents. However, the dealers are only allowed to use products that are similar to the products of ADT Security Corporation.
The ADT Security Corporation now being a bigger company has been thinking about adding new products to their already existing lines (ADT, 2014, n. p). The following is a representation of the new service that this company will be providing, the uses of the product and the marketing strategies that will be used to make certain the consumers purchase the products. New Service Concept Overview The new product to be introduced to the market by ADT is the provision of security officers to both the residential and the corporate markets.
In addition to the security systems provided by this company, there will be security officers hired to monitor the residential areas and the companies that are customers of the ADT Security Corporation. The security officers will be highly trained men and women who have the proper skills to detect any abnormal things in their area of work. The company will start a training program where all the eligible security officers will be selected to work for the customers on behalf of the company.
All the security officers hired by the company will be young and energetic people who will be capable of working throughout the day. The services will be available for 24 hours every day.
ADT. 2014; ADT, a security and peace of mind provider retrieved from: www.adtsecurity.com
Block L. & Williams P. 2007 "Consumer Behaviour." Encyclopaedia of Business and Finance, 2nd ed. Retrieved December 28, 2014 from http://www.encyclopedia.com/doc/1G2-1552100066.html
Carlile, P. R. 2002. A pragmatic view of knowledge and boundaries: Boundary objects in new product development. Organization science, 13(4), 442-455.
Cooper, R. G., & Kleinschmidt, E. J. 1995. Benchmarking the firm's critical success factors in new product development. Journal of product innovation management, 12(5), 374-391.
Dillon, W. R., Domzal, T., & Madden, T. J. 1986. Evaluating alternative product positioning strategies. Journal of advertising research, 26(4), 29-35.
Dröge, C., & Darmon, R. Y. 1987. Associative positioning strategies through comparative advertising: Attribute versus overall similarity approaches. Journal of Marketing Research, 377-388.
Eldering, C. A. 2001. U.S. Patent No. 6,216,129. Washington, DC: U.S. Patent and Trademark Office.
Griffin, A. 1997. PDMA research on new product development practices: updating trends and benchmarking best practices. Journal of product innovation management, 14(6), 429-458.
Hofstede, F. T., Wedel, M., & Steenkamp, J. B. E. 2002. Identifying spatial segments in international markets. Marketing Science, 21(2), 160-177.
Hotelling, H. 1990. Stability in competition (pp. 50-63). Springer New York.
Imai, K., Nonaka, I., & Takeuchi, H. 1984. Managing the new product development process: how Japanese companies learn and unlearn. Division of Research, Harvard Business School.
Kalafatis, S. P., Tsogas, M. H., & Blankson, C. 2000. Positioning strategies in business markets. Journal of Business & Industrial Marketing, 15(6), 416-437.
Kaul, A., & Rao, V. R. 1995. Research for product positioning and design decisions: An integrative review. International Journal of research in Marketing, 12(4), 293-320.
Leonard‐Barton, D. 1992. Core capabilities and core rigidities: a paradox in managing new product development. Strategic management journal, 13(S1), 111-125.
Narver, J. C., Slater, S. F., & MacLachlan, D. L. 2000. Total market orientation, business performance, and innovation (No. 116). Marketing Science Institute.
Pine, B. J. 1999. Mass customization: the new frontier in business competition. Harvard Business Press.
Sethi, R., Smith, D. C., & Park, C. W. 2001. Cross-functional product development teams, creativity, and the innovativeness of new consumer products. Journal of Marketing Research, 38(1), 73-85.
Sujan, M., & Bettman, J. R. 1989. The effects of brand positioning strategies on consumers' brand and category perceptions: Some insights from schema research. Journal of Marketing research, 454-467.
Takeuchi, H., & Nonaka, I. 1986. The new product development game. Harvard business review, 64(1), 137-146.
Toh, R. S., & Hu, M. Y. (1990). A multiple discriminant approach to identifying frequent fliers in airline travel: some implications for market segmentation, target marketing, and product differentiation. Logistics and Transportation Review, 26(2).
Urban, G. L., Hauser, J. R., & Urban, G. L. (1993). Design and marketing of new products (Vol. 2). Englewood Cliffs, NJ: Prentice Hall.
Yun, T. (1996). Nominal price rigidity, money supply endogeneity, and business cycles. Journal of Monetary Economics, 37(2), 345-370.