Le processus de développement de nouveaux produits: une collaboration risquée entre marketing et design

Jean-Pierre Mathieu (), Jonas Hoffmann, Gilles Roehrich and Pierre Valette-Florence ()
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Jean-Pierre Mathieu: Audencia Recherche - Audencia Business School
Pierre Valette-Florence: Audencia Recherche - Audencia Business School

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Abstract: Marketing and Design seem to live a sometimes tumultuous cohabitation in the New Product Development Process. However, both, with their approaches and their methods, have an important contribution to the global value of the product. For better apprehend possible risks, we expose in this article a framework of the articulation between marketing and design and its consequences for the development of new products.

Keywords: New Product Development; Consumer value; Développement de Nouveaux Produits; Design; Valeur pour le consommateur (search for similar items in EconPapers)
Date: 2007-11
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Published in Revue marketing et communication, 2007, 7 (3), pp.104-115. ⟨10.3917/mama.043.0104⟩

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Persistent link: https://EconPapers.repec.org/RePEc:hal:journl:hal-00765285

DOI: 10.3917/mama.043.0104

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