Product Development – Managing a Dispersed Process
Jerome Hauser2002, Handbook of Marketing
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Abstract
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Product Development - Managing a Dispersed Process explores the contemporary challenges and strategies in product development amidst growing global complexity and competitive pressures. It discusses the evolution of product development processes, emphasizing the importance of customer satisfaction, marketing’s role, and the need for an integrated approach. The chapter provides insights into the strategic end-to-end product development process, addressing various stages including customer opportunity identification, concept selection, prototyping, and organizational strategy, while also envisioning future research directions in this domain.
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