search query: @author Colarelli O'Connor, G. / total: 4
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| Author: | Colarelli O'Connor, G. |
| Title: | Market learning and radical innovation: A cross case comparison of eight radical innovation projects |
| Journal: | Journal of Product Innovation Management
1998 : MAR, VOL. 15:2, p. 151-166 |
| Index terms: | NEW PRODUCTS INNOVATION PROJECT MANAGEMENT MARKETS LEARNING |
| Freeterms: | MARKET LEARNING |
| Language: | eng |
| Abstract: | To provide insight into the role of market learning in new product development (NPD) involving really new products, this study describes findings from case studies of radical innovation projects. With a focus on exploring how market learning for radical innovations differs from that of incremental NPD projects, the case studies examine the nature and the timing of market-related inquiry, market learning methods and processes, and the scope of responsibility for market learning, and the confidence in the results. |
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