Journal of Consumer Marketing · 1988 · 49 citations · 7 references
ManagementMarketingInnovationNew Product DevelopmentProduct ManagementProduct DevelopmentProduct InnovationProduct Lifecycle ManagementProduct PlanningIncremental Product DevelopmentIterative Product DevelopmentNew Product Concept DevelopmentNew Product Development PerformanceProduct Development ProcessProduct Development SpeedSpeed To Market MetricsTime-to-market Reduction
There are several reasons why new products must be developed faster than before. This article reviews this changing imperative and describes several specific techniques that can help shorten new product development durations.
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The new new product development game
Journal of Product Innovation Management · 1986 · 1.6K citations
Managing New Product Innovations
Tait Elder, William E. Souder · Journal of Marketing · 1989 · 432 citations
Disharmony between R&D and marketing
William E. Souder · Industrial Marketing Management · 1981 · 196 citations