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Le processus de développement de nouveaux produits : une collaboration risquée entre marketing et design

Author

Listed:
  • Jean-Pierre Mathieu

    (Audencia Recherche - Audencia Business School)

  • Jonas Hoffmann
  • Gilles Roehrich
  • Pierre Valette-Florence

    (Audencia Recherche - Audencia Business School)

Abstract

Marketing and Design seem to live a sometimes tumultuous cohabitation in the New Product Development Process. However, both, with their approaches and their methods, have an important contribution to the global value of the product. For better apprehend possible risks, we expose in this article a framework of the articulation between marketing and design and its consequences for the development of new products.

Suggested Citation

  • Jean-Pierre Mathieu & Jonas Hoffmann & Gilles Roehrich & Pierre Valette-Florence, 2007. "Le processus de développement de nouveaux produits : une collaboration risquée entre marketing et design," Post-Print hal-00765285, HAL.
    • Handle: RePEc:hal:journl:hal-00765285
    DOI: 10.3917/mama.043.0104
    as

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