When external design and marketing collaborate to develop new products: A typology of patterns

Volume: 29, Issue: S1, Pages: 51 - 62
Published: May 10, 2020
Abstract
With the rise of open innovation, external design is increasingly called upon, especially by marketing. However, the research on collaboration between external design and marketing in the new product development (NPD) process is still in progress. While the literature suggests that resorting to external design is a means to increase product innovativeness, not all products developed in such a way are innovative. Furthermore, the sources of...
Paper Details
Title
When external design and marketing collaborate to develop new products: A typology of patterns
Published Date
May 10, 2020
Volume
29
Issue
S1
Pages
51 - 62
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