HAVERILA, MATTI J. - In: International Journal of Innovation Management (ijim) 16 (2012) 01, pp. 1250006-1
variables in successful and unsuccessful New Product Development (NPD) projects, and explore the role that product offering … effort variables play in differentiating between successful and unsuccessful NPD outcomes. Our findings indicate that … managers rely on two broad types of product offering factors, "product effort" and "price/cost effort", during the NPD process …