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New Products Research

In: THE HISTORY OF MARKETING SCIENCE

Author

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  • Donald R. Lehmann
  • Peter N. Golder

Abstract

New products have been a key focus of research in marketing for decades. As such, there is a huge literature associated with (and numerous books on) the subject, which makes it impossible to provide a comprehensive treatment in this short chapter. To provide some focus, this chapter concentrates on five streams of research: opportunity identification and concept generation, design and development, forecasting and testing, strategy and management, and valuation, including the evolution of these streams over the past 50 years…

Suggested Citation

  • Donald R. Lehmann & Peter N. Golder, 2014. "New Products Research," World Scientific Book Chapters, in: Russell S Winer & Scott A Neslin (ed.), THE HISTORY OF MARKETING SCIENCE, chapter 13, pages 341-370, World Scientific Publishing Co. Pte. Ltd..
    • Handle: RePEc:wsi:wschap:9789814596480_0013
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    Cited by:

    1. Byung Cheol Lee & Christine Moorman & C. Page Moreau & Andrew T. Stephen & Donald R. Lehmann, 2020. "The past, present, and future of innovation research," Marketing Letters, Springer, vol. 31(2), pages 187-198, September.
    2. Sivakumar, K. & Feng, Cong, 2019. "Patterns of product improvements and customer response," Journal of Business Research, Elsevier, vol. 104(C), pages 27-43.

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