Hanna, Nessim; Ayers, Douglas J.; Ridnour, Rick E.; … - In: Journal of Product & Brand Management 4 (1995) 1, pp. 33-55
Most recent work in the area of new product development has been of a theoretically prescriptive basis, ignoring, to a large degree, the current state of affairs in US corporations. The study examines, on a comparative basis, consumer and business products organizations, practices being utilized...