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Timing Decisions in New Product Development for International Markets: A Review and Directions for Empirical Research

Choosing the "right" time is a broadly accepted success factor in new product development. However, the inconsistency of empirical findings on the timing of projects suggests that the range of relevant influencing factors is wider than expected. What factors do firms consider when they start the... Full description

1st Person: Fisch, Jan Hendrik verfasserin
Additional Persons: Ross, Jan-Michael verfasserin
Source: in Marketing: Zeitschrift für Forschung und Praxis Vol. 36, No. 2 (2014), p. 151-159
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Type of Publication: Article
Language: English
Published: 2014
Keywords: New product development
new product launch
timing
Online: Volltext
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