Reducing the Risks of New Product Development - To avoid costly product failures, companies can integrate customers into the innovation process and ask for their commitment to purchase early on.
| Year of publication: |
2006
|
|---|---|
| Authors: | Ogawa, Susumu ; Piller, Frank T. |
| Published in: |
MIT sloan management review. - Cambridge, Mass : MIT, ISSN 1532-9194, ZDB-ID 2039388X. - Vol. 47.2006, 2, p. 65-72
|