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From experience: Faster new product developmentJournal of Product Innovation Management, 5
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Business Week
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.
The Journal of Product Innovation Management – Wiley
Published: Mar 1, 1992
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