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Making Trade‐Offs in the New Product Development Process: A German/US Comparison
Author(s) -
Gupta Ashok K.,
Brockhoff Klaus,
Weisenfeld Ursula
Publication year - 1992
Publication title -
journal of product innovation management
Language(s) - English
Resource type - Journals
SCImago Journal Rank - 2.646
H-Index - 144
eISSN - 1540-5885
pISSN - 0737-6782
DOI - 10.1111/1540-5885.910011
Subject(s) - german , new product development , product (mathematics) , business , conjoint analysis , schedule , marketing , process (computing) , industrial organization , process management , computer science , economics , management , microeconomics , mathematics , geometry , archaeology , preference , history , operating system
Using a conjoint analysis experiment, Ashok Gupta, Klaus Brockhoff and Ursula Weisenfeld present how R&D, marketing, and manufacturing managers in Germany make trade‐offs among three critical variables in the new product (NPD) process: development schedule, development costs, and product performance. The findings are compared with a similar study of US firms. This comparison underscores the basic problem: US managers do not emphasize product development speed to the same extent as do German managers.