“…Ample evidence suggests that increasing the use or uptake of appropriate tools during the product innovation process and using these tools more effectively can improve innovation performance (Cooper and Edgett, 2008;Maylor, 2001;McQuater, Scurr, Dale, and Hillman, 1995;Nijssen and Frambach, 2000;Nijssen and Lieshout, 1995). For example, it can reduce the prevalence and cost of failed product innovation projects (Cooper, 1994;Song, Souder, and Dyer, 1997).…”