Dhargalkar, Kaustubh; Shinde, Kasturi; Arora, Yoshita - In: Journal of innovation and entrepreneurship : JIE 5 (2016) 27, pp. 1-16
When confronted with new product development (NPD), managers generally adopt quick fixes such as benchmarking with competing products and then attempting incremental changes over the competitors’ product features. There are several approaches propounded in the past. Some focus on...