Bhattacharya, Shantanu; Krishnan, V.; Mahajan, Vijay - In: Management Science 44 (1998) 11-Part-2, pp. 50-50
In highly dynamic environments, characterized by changing customer preferences and uncertainty about competitive products, managing the development of a new product is a complex managerial task. The traditional practice, recommended in the literature, of reaching a sharp definition early in the...
