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The product development process: three misconceptions which can derail even the “best‐laid” plans

Geoffrey L. Gordon (Geoffrey L. Gordon is an Associate Professor at the Department of Marketing, Northern Illinois University, DeKalb, Illinois.)
Douglas J. Ayers (is an Assistant Professor at the Department of Marketing, Northern Illinois University, DeKalb, Illinois.)
Nessim Hanna (is a Professor at the Department of Marketing, Northern Illinois University, DeKalb, Illinois.)
Rick E. Ridnour (is an Assistant Professor at the Department of Marketing, Northern Illinois University, DeKalb, Illinois.)

Journal of Product & Brand Management

ISSN: 1061-0421

Article publication date: 1 March 1995

1595

Abstract

An enormous volume of literature has evolved which promises remedies for any organization′s new product development woes. Unfortunately, new product development is an inherently uncertain and complex process which is generally not amenable to standardized solutions. Based on extensive consulting experience, addresses three commonly held misconceptions regarding the new product development process. Provides examples to illustrate each of the misconceptions and presents the lesson to be learned from each. Finally, discusses recommendations for management.

Keywords

Citation

Gordon, G.L., Ayers, D.J., Hanna, N. and Ridnour, R.E. (1995), "The product development process: three misconceptions which can derail even the “best‐laid” plans", Journal of Product & Brand Management, Vol. 4 No. 1, pp. 7-17. https://doi.org/10.1108/10610429510083703

Publisher

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MCB UP Ltd

Copyright © 1995, MCB UP Limited

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