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Making Trade‐Offs in the New Product Development Process: A German/US Comparison

Making Trade‐Offs in the New Product Development Process: A German/US Comparison Using a conjoint analysis experiment, Ashok Gupta, Klaus Brockhoff and Ursula Weisenfeld present how R&D, marketing, and manufacturing managers in Germany make trade‐offs among three critical variables in the new product (NPD) process: development schedule, development costs, and product performance. The findings are compared with a similar study of US firms. This comparison underscores the basic problem: US managers do not emphasize product development speed to the same extent as do German managers. http://www.deepdyve.com/assets/images/DeepDyve-Logo-lg.png The Journal of Product Innovation Management Wiley

Making Trade‐Offs in the New Product Development Process: A German/US Comparison

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References (11)

Publisher
Wiley
Copyright
© 1992 Elsevier Science Publishing Co., Inc.
ISSN
0737-6782
eISSN
1540-5885
DOI
10.1111/1540-5885.910011
Publisher site
See Article on Publisher Site

Abstract

Using a conjoint analysis experiment, Ashok Gupta, Klaus Brockhoff and Ursula Weisenfeld present how R&D, marketing, and manufacturing managers in Germany make trade‐offs among three critical variables in the new product (NPD) process: development schedule, development costs, and product performance. The findings are compared with a similar study of US firms. This comparison underscores the basic problem: US managers do not emphasize product development speed to the same extent as do German managers.

Journal

The Journal of Product Innovation ManagementWiley

Published: Mar 1, 1992

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