Choosing among alternative new product development projects: The role of heuristics
Abstract
The initial screening decision that marketing managers make is critical. It requires the selection of what innovation project to invest in, which is fundamental to marketing success. However, our knowledge of how managers make these decisions and how this impacts performance is limited. By drawing upon cognitive psychology and the managerial decision‐making literature, we address two critical questions. The first question focuses on identifying...
Paper Details
Title
Choosing among alternative new product development projects: The role of heuristics
Published Date
Aug 20, 2020
Journal
Volume
37
Issue
11
Pages
1511 - 1524
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