Innovation and New Products Research: A State-of-the-Art Review, Models for Managerial Decision Making, and Future Research Directions

This chapter has a three-fold purpose. First, we provide a literature review of major papers in the field of new products research. We organize our review into four tables, one for each of the four stages of the new product development process, and then by topic within each stage. We provide a short summary of each paper in the tables. Second, we highlight specific models within each stage of the new product development process. These models are useful for marketing researchers and managers tackling challenges in the new products domain. Third, after reviewing the literature, we suggest numerous general research directions as well as specific research questions to guide future investigations in this area.