Venture team application to new product development
- 1 January 1989
- journal article
- research article
- Published by Emerald Publishing in Journal of Business & Industrial Marketing
- Vol. 4 (1) , 49-59
- https://doi.org/10.1108/eum0000000002724
Abstract
Presents a new product implementation model which is designed to reduce the risk inherent in new product ventures in the industrial marketplace. Show that while there is debate over the number of failures, there is little debate that the new product failure rate is high. Describes a process that gives the industrial firm the ability to exert greater control over internal and external factors critical to the successful new product implementation. Concludes that the model is appropriate for many types of firms.Keywords
This publication has 0 references indexed in Scilit: