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| Author: | Bhattacharya, S. Krishnan, V. Mahajan, V. |
| Title: | Managing new product definition in highly dynamic environments. |
| Journal: | Management Science
1998 : NOV, VOL. 44:11:2:2, p. S50-S64 |
| Index terms: | New products Product development High technology Management research |
| Language: | eng |
| Abstract: | Based on the the earlier study of NPD in the high technology industry, the authors present a model of an approach called real-time definition, in which a firm adapts its product definition process to the market and competitive environment. Uncertainty in the product definition is resolved through frequent, repeated intertactions with customers and using a flexible development process. Effects on competition on a firm's definition approach are also examined, and implications for managers of a NPD process are presented using a conceptual framework. |
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