New Products Research

Tingting Fan, Peter N. Golder and Donald R. Lehmann

Chapter 17 in The History of Marketing Science, 2023, pp 551-593 from World Scientific Publishing Co. Pte. Ltd.

Abstract: New products have been a key focus of research in marketing for decades (Golder and Mitra, 2018; Lee et al., 2020). As such, there is a huge literature including numerous books on the subject, which makes it impossible to provide a comprehensive treatment in this short chapter. To provide some focus, this chapter concentrates on five streams of research: opportunity identification and concept generation, design and development, forecasting and testing, strategy and management, and valuation, including the evolution of these streams over the past 60 years…

Keywords: Marketing Science; Brand Choice; Conjoint Analysis; Innovation Diffusion; Market Structure; Stochastic Models of Buyer Behaviour; Endogeneity; Machine Learning; Field Experiments; Advertising Effectiveness; Brand Equity; Distribution Channels; Customer Relationship Management; Internet Marketing; New Products; Services Marketing; Organizational Buying Behaviour; Pricing; Sales Force; Sales Promotions; Market Segmentation (search for similar items in EconPapers)
JEL-codes: M3 M31 M37 (search for similar items in EconPapers)
Date: 2023
References: Add references at CitEc
Citations:

Downloads: (external link)
https://www.worldscientific.com/doi/pdf/10.1142/9789811272233_0017 (application/pdf)
https://www.worldscientific.com/doi/abs/10.1142/9789811272233_0017 (text/html)
Ebook Access is available upon purchase.

Related works:
This item may be available elsewhere in EconPapers: Search for items with the same title.

Export reference: BibTeX RIS (EndNote, ProCite, RefMan) HTML/Text

Persistent link: https://EconPapers.repec.org/RePEc:wsi:wschap:9789811272233_0017

Ordering information: This item can be ordered from

Access Statistics for this chapter

More chapters in World Scientific Book Chapters from World Scientific Publishing Co. Pte. Ltd.
Bibliographic data for series maintained by Tai Tone Lim ().