Scholars often follow a contingency approach to study which marketing activities are suitable for a particular type of product innovation project, thereby making a distinction between incremental and radical innovation only. ‘Moderately novel' projects, which have intermediate levels of...

New product development is usually teamwork. Product development teams are cross-functional, representing different functional units, or multidisciplinary, involving several disciplines, or both. In any case, conceiving and developing new products is a joint effort, which means that the standard...

New product development is usually teamwork. Product development teams are created that are cross-functional, representing different functional units, or multidisciplinary, involving several disciplines, or both. In any case, conceiving and developing new products is a joint effort, which means...