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Innovation strategies under uncertainty: A contingency approach for new product development
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Abstract
Innovation is especially critical, yet risky, in dynamic, uncertain markets where the product or service employs new and uncertain technologies. Under these conditions, the new product professional should rely on a variety of tools and techniques to assist him or her to innovate more effectively with a greater probability of succeeding. The new product development literature offers several tools to help. These tools are based on one of six innovation strategies: process, spee...
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