Global markets and the new product development process
Rama Yelkur
(Marketing Department, Texas A&M International University, Laredo, Texas, USA)
Paul Herbig
(Marketing Department, Texas A&M International University, Laredo, Texas, USA)
12969
Abstract
Explains the globalization of new products with the help of a global new product development model. Attempts to provide a framework for the new product development process, bearing in mind the increasing globalization of markets. Concludes that joint functioning of engineering, marketing, market research, R&D and management is needed from the first stage of product development.
Keywords
Citation
Yelkur, R. and Herbig, P. (1996), "Global markets and the new product development process", Journal of Product & Brand Management, Vol. 5 No. 6, pp. 38-47. https://doi.org/10.1108/10610429610152822
Publisher
:MCB UP Ltd
Copyright © 1996, MCB UP Limited