Global markets and the new product development process

Rama Yelkur (Marketing Department, Texas A&M International University, Laredo, Texas, USA)
Paul Herbig (Marketing Department, Texas A&M International University, Laredo, Texas, USA)

Journal of Product & Brand Management

ISSN: 1061-0421

Publication date: 1 December 1996

Abstract

Explains the globalization of new products with the help of a global new product development model. Attempts to provide a framework for the new product development process, bearing in mind the increasing globalization of markets. Concludes that joint functioning of engineering, marketing, market research, R&D and management is needed from the first stage of product development.

Keywords

Citation

Yelkur, R. and Herbig, P. (1996), "Global markets and the new product development process", Journal of Product & Brand Management, Vol. 5 No. 6, pp. 38-47. https://doi.org/10.1108/10610429610152822

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Publisher

:

MCB UP Ltd

Copyright © 1996, MCB UP Limited

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