Journal article
Defining the new product strategy
Abstract
New products are critical to the growth and survival of most corporations. The new product strategy is the master plan that guides the product innovation efforts of the firm, and links new product development to the corporate plan. This article looks first at what a product innovation strategy is, its role in the corporation, and why an innovation strategy is essential to an effective new product program. Next, the article focuses on the …
Authors
Cooper RG
Journal
IEEE Transactions on Engineering Management, Vol. EM-34, No. 3, pp. 184–193
Publisher
Institute of Electrical and Electronics Engineers (IEEE)
DOI
10.1109/tem.1987.6498880
ISSN
0018-9391