Now showing items 1-2 of 2
The Impact of Customer Involvement on New Product Development: Contingent and Substitutive Effects
(Blackwell Publishing Ltd, 2017-01-01)
More and more companies are actively involving their customers in the new product development (NPD) process. However, there is little consensus regarding the contribution of customer involvement to new product outcomes. ...
The Learning Zone in New Product Development
(Institute of Electrical and Electronics Engineers, 2014-11)
New information is the fuel that allows organizations to innovate. Yet the generation of new information may yield little benefit if existing practices prevent the firm from integrating new insights effectively. This study ...