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Resources for Research and Pedagogy on New Product Development Processes

Vithala R. Rao

Journal of Marketing Research · 1997 · Volume 34 · Issue 1

DOI: 10.1177/002224379703400116

Abstract

The author's purpose is to review various recent sources available for teaching and research on new product development (NPD) processes and identify some research and writing opportunities. For the educator, he identifies various sources to consult while designing a course on NPD, and for the researcher, he identifies emerging themes in the broad area of NPD. He focus on selected books and monographs in this area.

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