Zhang, Qingyu; Cao, Mei; Doll, William - In: Journal of Business & Industrial Marketing 34 (2019) 1, pp. 176-191
Purpose: The uncertainties, ambiguities and unknown issues that characterize the beginning of a new product development project have led practitioners and scholars to coin the term “fuzzy front end” to refer to this seminal stage. The causes of many product failures can be traced back to...