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| Author: | Pattikawa, L. H. Verwaal, E. Commandeur, H. R. |
| Title: | Understanding new product project performance |
| Journal: | European Journal of Marketing
2006 : VOL. 40:11-12, p. 1178-1193 |
| Index terms: | marketing strategy new products performance appraisal product development |
| Language: | eng |
| Abstract: | The aim of this research paper is to summarize the accumulated body of knowledge on the performance of new product projects and provide directions for further research. This paper help new product managers in understanding and managing the performance at the project level. It also identifies which predictor-performance relations are contingent on other factors. |
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