When encountering novel products, people typically use analogies to familiar products to describe or “make sense” of new ones. When cell phones were first introduced, for example, they were compared to land-line phones and walkie-talkies. The areas of product knowledge from which people draw...

Company executives rely on new product development teams to carry out their directives and make decisions according to management’s goals and objectives. However, new product team members bring their own motivational perspectives to strategic decisions. This research examines how individual...

The challenges of successfully developing radical or really new products have received considerable attention from a variety of marketing, strategic, and organizational perspectives. Previous research has stressed the importance of a market-driven customer orientation, the resolution of market...