New Products Research

Donald R. Lehmann and Peter N. Golder

Chapter 13 in The History of Marketing Science, 2014, pp 341-370 from World Scientific Publishing Co. Pte. Ltd.

Abstract: New products have been a key focus of research in marketing for decades. As such, there is a huge literature associated with (and 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 50 years…

Keywords: Marketing; Marketing Science; Marketing Models; Quantitative Analysis; History of Marketing (search for similar items in EconPapers)
Date: 2014
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