Galli, Brian J.; Kaviani, Mohamad Amin; Goldfarb, Paula … - In: International Journal of Strategic Decision Sciences (IJSDS) 8 (2017) 2, pp. 11-30
in new product development (NPD). An application to “Forte Hotel Design” (presented by Lilien and Rangaswamy, 2004) is … effectively make marketing decisions on new product development that lead to the same results/decisions as other marketing tools …. This study shows original ways of using CA, to dissect a service design problem in new product development and to …