Issues and Opportunities in New Product Development: An Introduction to the Special Issue

Wind, Jerry; Mahajan, Vijay
February 1997
Journal of Marketing Research (JMR);Feb1997, Vol. 34 Issue 1, p1
Academic Journal
The author discusses the marketing and management of new product development, and expresses the view that it has not developed and progressed significantly. The percentage of new products which succeed could increase with improvement in marketing research and models. The article suggests integration and strategic orientation among companies would improve new product development.


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