Transcription of Chapter 8 New Product Development* - mit.edu
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Chapter 8. New Product development *. by John R. Hauser, MIT. and Ely Dahan January 10, 2007. Chapter in Marketing Management: Essential Marketing Knowledge and Practice Rajiv Grover and Naresh K. Malhotra, Editor McGraw Hill, Inc., Columbus Ohio Draft corrections by John Hauser, July 22, 2008. *Some sections of this Chapter were adapted from Dahan, Ely and John R. Hauser (2003), " Product Management: New Product development and Launching," Handbook of Marketing, Barton Weitz and Robin Wensley, Eds, Sage Press, (June), 179-222. Hauser and Dahan 1. John R. Hauser is the Kirin Professor of Marketing and Head, Management Science Area, MIT. Sloan School of Management, Massachusetts Institute of Technology, E40-179, 1 Amherst Street, Cambridge, MA 02142, (617) 253-2929, fax (617) 253-7597, Ely Dahan is an Assistant Professor of Marketing at the Anderson School, University of California at Los Angeles, 110 Westwood Plaza, B-514, Los Angeles, CA 90095, (310) 206- 4170, fax (310) 206-7422, 2.
Unfortunately, new product development is an extremely challenging and complex process. Innovation is inherently risky, and firms may invest considerable time and money in
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New Product Development Product, Product, New Product Development, New Product, Ensuring Reliability in Lean New Product, Product Development, Formula for Success Product Development, Booz, Allen, and Hamilton’s New Product Process, The Impact of Organizational Culture on the, The Impact of Organizational Culture on the Success, ON THE PRODUCT-MARKET GROWTH, ON THE PRODUCT-MARKET GROWTH MATRIX, The product-market growth matrix, Seven principles of the latest Stage