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Keywords: New product development (NPD)
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Journal Articles
Journal of Business & Industrial Marketing (2024) 39 (7): 1626–1641.
Published: 07 May 2024
... from traditional office spaces. Thus, this study aims to explore the implications of this shift within the context of customer participation in the new product development (NPD) process. Design/methodology/approach Our study surveys 218 small-to-medium size business-to-business firms in the USA...
