search query: @author Trommsdorff, V. / total: 5
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| Author: | Salomo, S. Steinhoff, F. Trommsdorff, V. |
| Title: | Customer orientation in innovation projects and new product development success - the moderating effect of product innovativeness |
| Journal: | International Journal of Technology Management
2003 : VOL. 26:5-6, p. 442-463 |
| Index terms: | Market research Consumer satisfaction Product development Innovation New products |
| Language: | eng |
| Abstract: | Using data from over 100 product innovation projects in German industrial corporations, the authors tested research hypotheses using regression analysis. The results provide strong evidence that customer orientation in innovation projects has a positive influence on new product development success and that the impact increases with the degree of product innovativeness. |
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