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Venture team application to new product development

Frank G. Bingham (Associate professor of marketing at Bryant College. He holds both an Ed.D and Ph.D., has published in a number of journals with a special research interest in industrial marketing. Dr. Bingham lectures extensively to business and professional groups throughout New England.)
Charles J. Quigley Jr. (Associate professor of marketing at Bryant College. He earned his Ph.D. in business at the Pennsylvania State University. He serves as co‐director of the Bryant Survey Center. )

Journal of Business & Industrial Marketing

ISSN: 0885-8624

Article publication date: 1 January 1989

144

Abstract

Presents a new product implementation model which is designed to reduce the risk inherent in new product ventures in the industrial marketplace. Show that while there is debate over the number of failures, there is little debate that the new product failure rate is high. Describes a process that gives the industrial firm the ability to exert greater control over internal and external factors critical to the successful new product implementation. Concludes that the model is appropriate for many types of firms.

Keywords

Citation

Bingham, F.G. and Quigley, C.J. (1989), "Venture team application to new product development", Journal of Business & Industrial Marketing, Vol. 4 No. 1, pp. 49-59. https://doi.org/10.1108/EUM0000000002724

Publisher

:

MCB UP Ltd

Copyright © 1989, MCB UP Limited

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