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New Products Research

In: THE HISTORY OF MARKETING SCIENCE

Author

Listed:
  • Tingting Fan
  • Peter N. Golder
  • Donald R. Lehmann

Abstract

New products have been a key focus of research in marketing for decades (Golder and Mitra, 2018; Lee et al., 2020). As such, there is a huge literature including numerous books on the subject, which makes it impossible to provide a comprehensive treatment in this short chapter. To provide some focus, this chapter concentrates on five streams of research: opportunity identification and concept generation, design and development, forecasting and testing, strategy and management, and valuation, including the evolution of these streams over the past 60 years…

Suggested Citation

  • Tingting Fan & Peter N. Golder & Donald R. Lehmann, 2023. "New Products Research," World Scientific Book Chapters, in: Russell S Winer & Scott A Neslin (ed.), THE HISTORY OF MARKETING SCIENCE, chapter 17, pages 551-593, World Scientific Publishing Co. Pte. Ltd..
    • Handle: RePEc:wsi:wschap:9789811272233_0017
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    More about this item

    Keywords

    Marketing Science; Brand Choice; Conjoint Analysis; Innovation Diffusion; Market Structure; Stochastic Models of Buyer Behaviour; Endogeneity; Machine Learning; Field Experiments; Advertising Effectiveness; Brand Equity; Distribution Channels; Customer Relationship Management; Internet Marketing; New Products; Services Marketing; Organizational Buying Behaviour; Pricing; Sales Force; Sales Promotions; Market Segmentation;
    All these keywords.

    JEL classification:

    • M3 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Marketing and Advertising
    • M31 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Marketing and Advertising - - - Marketing
    • M37 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Marketing and Advertising - - - Advertising

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