The Venture Team: A New Concept in Marketing Organization
Open Access
- 1 July 1972
- journal article
- research article
- Published by SAGE Publications in Journal of Marketing
- Vol. 36 (3) , 44-50
- https://doi.org/10.1177/002224297203600308
Abstract
An increasing number of large corporations are using venture teams to manage new product innovations from idea conception to full commercialization. A field study of over 100 venture teams has identified some of the major characteristics which differentiate these teams from the more traditional forms of managing new products.Keywords
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