The Impact of an Integrated Marketing and Manufacturing Innovation

Suppose you are a Marketing Manager envisioning a new product, or an Operations Manager contemplating a process improvement, or a CEO who commissioned an integrated new product development team. If our assumptions hold, our model offers you a single numerical measure, called the degree of product/pr...

Ausführliche Beschreibung

Bibliographische Detailangaben

Veröffentlicht in:	Manufacturing & service operations management 2000, Vol.2 (4), p.317-336
Hauptverfasser:	Schmidt, Glen M, Porteus, Evan L
Format:	Artikel
Sprache:	eng
Schlagworte:	degree of product degree of product process innovation disruptive technology high-end encroachment low-end encroachment operations strategy process innovation reservation price vertically differentiated products
Online-Zugang:	Volltext
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