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Keywords: New product failure rates
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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
...Dennis Pitta; Elizabeth Pitta Purpose Over the last several decades, product development efforts have seen unacceptably high new product failure rates. One important factor is the presence of competitors who can interfere with marketing strategy and force changes that sap resources and reduce...
