8
FOCUS
BEST PRACTICE PRODUCT DEVELOPMENT
CUSTOMER AS TEAM PARTNER
In our case study, we examine the development of the FordVignale Collection as a successful
implementation of brand values in a product collection by all parties involved. The special fea-
ture of our round table: In addition to a distributor and five supplier partners involved in the
project , the industry customer was also at the table. This not only resulted in a deeper under-
standing of the interaction between industry representatives and the customer, but also pro-
vided an insight into the brand strategy and brandmanagement of a global brand.
PSI Journal 10/2015
www.psi-network.de