Abstract
The purpose of this paper is to present a new product implementation model which hopefully will reduce the significant risk inherent in new product ventures in the industrial marketplace. While there may be some debate over the number of failures, there is little debate over the fact that the new product failure rate is high. This model should permit the user the ability to exert some control over both the internal and external environment critical to this process.
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References
Barton, Dorothy Leonard and Kraus, William A. (1985), “Implementing New Technology,” Harvard Business Review, 63, 103.
Benson, George and Sachs, William S. (1981), Product Planning and Management, Pennwell Publishing Company, Tulsa, OK, 227.
McDonough, Edward F. and Spital, Francis C. (1984), “Quick Response New Product Development,” Harvard Business Review, 62, 55.
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© 2015 Academy of Marketing Science
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Bingham, F.G. (2015). New Product Development: An Implementation Model. In: Bahn, K. (eds) Proceedings of the 1988 Academy of Marketing Science (AMS) Annual Conference. Developments in Marketing Science: Proceedings of the Academy of Marketing Science. Springer, Cham. https://doi.org/10.1007/978-3-319-17046-6_66
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DOI: https://doi.org/10.1007/978-3-319-17046-6_66
Publisher Name: Springer, Cham
Print ISBN: 978-3-319-17045-9
Online ISBN: 978-3-319-17046-6
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