Abstract:Design-oriented new product development (NPD)
Design-Oriented New Product DevelopmentDesign has received increasing attention by researchers exploring the management of New Product Development (NPD). Kristensen (1998) suggests that design should be institutionalised into the firm's strategic orientation, and that the firm's core values be infused by design ideas; while Perks et al. (2005) emphasise that design should be seen as process leader throughout the NPD process. Roper et al. (2012) discovered that c… Show more
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