Chebbi, Hela; Yahiaoui, Dorra; Thrassou, Alkis; … - In: Global Business and Economics Review 15 (2013) 2/3, pp. 265-278
This article responds to the lack of research on the way a new idea is transformed into a market-accepted new product. Through non-participant observation and multiple interviews, an empirical investigation within a large French telecommunications operator (OPERACOM), shows that companies should...