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Product Development Decisions:A Review of the LiteratureV. Krishnan Karl T. UlrichThe University of Texas at Austin, CBA , Austin, Texas 78712 The Wharton School, 1317 Steinberg Hall-Dietrich Hall, Philadelphia, Pennsylvania paper is a review of research in product development, which we define as the trans-formation of a market opportunity into a product available for sale. Our review is broad,encompassing work in the academic fields of marketing, operations management, and engi-neering design. The value of this breadth is in conveying the shape of the entire researchlandscape. We focus on product development projects within a single firm. We also devoteour attention to the development of physical goods, although much of the work we describeapplies to products of all kinds.
ProductDevelopmentDecisions: AReviewoftheLiterature V.Krishnan • KarlT.Ulrich TheUniversityofTexasatAustin,CBA4.202,Austin,Texas78712 TheWhartonSchool ...
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