New Products Research

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…