Spotlight on design: strengthening innovation for more product and service sales
Abstract
Purpose The purpose of this paper is to determine whether and how managing three aspects of design – the strategic role of design, outsourcing of design and organizational resistance to design – contribute to new product and service sales success. Design/methodology/approach The study was conducted through an online survey of US-based innovation managers. Measures were developed from past literature. In total, 324 managers with at least two...
Paper Details
Title
Spotlight on design: strengthening innovation for more product and service sales
Published Date
Feb 6, 2020
Journal
Volume
42
Issue
2
Pages
83 - 90
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Notes
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