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In view of the dynamic growth in the luxury market and the availability of luxury goods to a wider range of consumers than ever before, the luxury market has transformed from its traditional conspicuous consumption model to a new experiential luxury sensibility marked by a change in the way consumers define luxury. In a global context, it is critically important for luxury researchers and marketers to understand why consumers buy luxury, what they believe luxury is and how their perception of luxury value impacts their buying behavior. The main contribution of the present paper is to develop. | 4M AMERICAN MARKETING ZSSOCWT10N Strategic Marketing Planning for Radically New Products Author s Lee G. Cooper Source The Journal of Marketing Vol. 64 No. 1 Jan. 2000 pp. 1-16 Published by American Marketing Association Stable URL http www.jstor.org stable 3203387 Accessed 05 07 2010 14 49 Your use of the JSTOR archive indicates your acceptance of JSTOR s Terms and Conditions of Use available at http www.jstor.org page info about policies terms.jsp. JSTOR s Terms and Conditions of Use provides in part that unless you have obtained prior permission you may not download an entire issue of a journal or multiple copies of articles and you may use content in the JSTOR archive only for your personal non-commercial use. Please contact the publisher regarding any further use of this work. Publisher contact information may be obtained at http wwwjstor.org action showPublisher publisherCode ama. Each copy of any part of a JSTOR transmission must contain the same copyright notice that appears on the screen or printed page of such transmission. JSTOR is a not-for-profit service that helps scholars researchers and students discover use and build upon a wide range of content in a trusted digital archive. We use information technology and tools to increase productivity and facilitate new forms of scholarship. For more information about JSTOR please contact support@jstor.org. http www.jstor.org American Marketing Association is collaborating with JSTOR to digitize preserve and extend access to The Journal of Marketing. Lee G. Cooper Strategic Marketing Planning for Radically New Products In this article the author outlines an approach to marketing planning for radically new products disruptive or discontinuous innovations that change the dimensionality of the consumer decision. The planning process begins with an extensive situation analysis. The factors identified in the situation analysis are woven into the economic webs surrounding the new product. The webs are mapped into .
