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| Author: | Flint, D. J. |
| Title: | Compressing new product success-to-success cycle time: deep customer value understanding and idea generation |
| Journal: | Industrial Marketing Management
2002 : JUL, VOL. 31:4, p. 305-315 |
| Index terms: | Marketing management New products Product life cycle Consumer choice |
| Language: | eng |
| Abstract: | Despite nearly 30 years of research focused on improving new product development processes, recent research reveals that these improvements have failed to materialize as expected. This paper proposes that formalizing front-end processes will certainly help. |
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