Title, How can product innovation help build competitive advantage for cosmetic firms in London? Case Unilever
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Title, How can product innovation help build competitive advantage for cosmetic firms in London? Case Unilever

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Intense competition from globalisation, more sophisticated consumers from the fragmentation of markets, and constant changes in technology (Liboni 2011) have forced the companies in the last two decades to focus on the process of product development. These three forces that lead to the process of product development also intensified competition between firms. According to Porter (1998) the process of product development is characterised by the continuing need to research new materials and introduction of innovations in their product lines. This fact can be considered an important factor to competitiveness in the sector (Porter 1998).

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