Rogers, Helen; Ghauri, Pervez; Pawar, Kulwant S. - In: Journal of Business & Industrial Marketing 20 (2005) 2, pp. 79-87
Purpose – New product development (NPD) has become critical to the growth and future prosperity of organisations. This research therefore sought to determine the need for performance measurement during the NPD process and reveal measures currently used, where future requirements lie and where...