Erat, Sanjiv; Kavadias, Stylianos - In: Management Science 54 (2008) 5, pp. 956-968
Past research in new product development (NPD) has conceptualized prototyping as a "design-build-test-analyze" cycle to emphasize the importance of the analysis of test results in guiding the decisions made during the experimentation process. New product designs often involve complex...