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Keywords: Market crowding
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Journal Articles
Transforming the nature and scope of new product development
Available to Purchase
Journal of Product & Brand Management (2012) 21 (1): 35–46.
Published: 24 February 2012
... cycle of market crowding. Originally the framework focused on overall market strategy. However, it has a direct application to NPD. Revising the NPD process to incorporate a blue ocean viewpoint before the idea generation stage may reduce the failure rate and create breakthrough products...
