Purpose – This paper explores the marketing‐sales interface in Dutch and Slovenian B2B firms. Design/methodology/approach – The study included 11 Dutch firms and ten Slovenian firms, with both samples as closely matched as possible. The firms were all manufacturers of physical products...

Discusses the concept of market‐oriented product development and describes the extent to which a number of Danish food companies and Dutch manufacturers of medical equipment were market oriented in developing new products. The results are combined with the current product development...

Research into new product development (NPD) has grown steadily over the last couple of decades. The current body of NPD research displays a distinct methodological bias and consists mostly of either large‐scale quantitative questionnaires or small qualitative investigations that are often...

Purpose – Seeks to advocate adopting the comparative case study method and system dynamics modeling to inform theory and to prescribe executive actions for successfully managing new products built using radically new technologies. Design/methodology/approach – Reviews NPD theory and research...

Purpose – In B2B markets, the demand for a supplier's products is derived from demand further down the supply chain. This complexity poses several challenges for B2B firms, especially when they are located near the beginning of a supply chain. This study aims to investigate to what extent...

Recent years have shown a proliferation of publications about interaction and networks. All in all, these articles and books tend to focus on the formulation of theory and hypotheses. Despite the relevance of further development of theoretical thought, managers display more interest in...