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ProductDevelopmentDecisions: …
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. We look inside the black box of product development atthe fundamentaldecisionsthat are made by intention or default.
KRISHNANANDULRICH ProductDevelopmentDecisions:AReviewoftheLiterature top-managementsupport.(Forareviewofthislitera-ture,seeMontoya-WeissandCalantone1994.)
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