Abstract
This article describes the application of a new research tool, systematized development and testing of prototypes, The approach facilitate the task of identifying the most promising product to be launched while shortening the lead time for introduction.
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Rabino, S., Moskowitz, H. (2015). Optimizing Product Development and Shortenting the Lead Time for Product Introduction. In: Malhotra, N. (eds) Proceedings of the 1985 Academy of Marketing Science (AMS) Annual Conference. Developments in Marketing Science: Proceedings of the Academy of Marketing Science. Springer, Cham. https://doi.org/10.1007/978-3-319-16943-9_48
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DOI: https://doi.org/10.1007/978-3-319-16943-9_48
Publisher Name: Springer, Cham
Print ISBN: 978-3-319-16942-2
Online ISBN: 978-3-319-16943-9
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