Published 1998
“…This has made it difficult for those involved in NPD to apply the lessons presented - "they are unable to relate them directly to their own situation" (
Craig &
Hart, 1992:
38). However, the way companies undertake the process activities during the development and launch of
a new product has regularly been identified as
being critical to the outcome of the NPD project (Booz
et al, 1982; Cooper, 1979,1980,1990; Crawford, 1984; Maidique & Zirger, 1984). …”
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