Coates, Nigel F.; Cook, Iain; Robinson, Harry - In: Journal of Marketing Practice: Applied Marketing Science 3 (1997) 2, pp. 107-118
There is a dearth of published research on the assessment of idea generation techniques. Helps to rectify this and examines idea generation techniques within the new product development process by an in‐depth study of the measuring, checking and precision instruments industry (SIC 3710). Data...
