Sands, Saul - In: European Journal of Marketing 17 (1983) 4, pp. 18-33
Analyses the wide range of issues to be considered when launching a new product development programme. Stresses the … importance of new product development in taking a successful company forward. Discusses the risks involved – in the marketplace … four out of five new products result in failure. Examines options for where a new product development department should fit …