Gemser, Gerda; Leenders, Mark; Weinberg, Charles - In: Marketing Letters 23 (2012) 4, pp. 1019-1031
A key challenge for companies engaging in new product development (NPD) is to reduce uncertainty by accurately forecasting demand. In this study, we focus on whether later-stage NPD market performance assessments are more accurate than early-stage assessments. Although the literature supports...