Abstract:<p>The multidisciplinary nature of organisational new product development (NPD) suggests that the development of successful new products is dependent upon the individual and combined efforts of various functions. Despite being recognised as two highly important disciplines in NPD, marketing and design have received little empirical examination of their roles in the NPD process and their effects on NPD outcome. In order to address this gap within the literature, the objectives of this thesis were to asses… Show more
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