The Impact of an Integrated Marketing and Manufacturing Innovation

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Glen M. Schmidt; Evan L. Porteus;
  • Journal: Manufacturing & Service Operations Management,volume 2,issue 4 April,pages317-336
  • Related identifiers: doi: 10.1287/msom.2.4.317.12337
  • Subject: degree of product/process innovation, low-end encroachment, high-end encroachment, reservation price, disruptive technology, operations strategy, vertically differentiated products

Suppose you are a Marketing Manager envisioning a new product, or an Operations Manager contemplating a process improvement, or a CEO who commissioned an integrated new product development team. If our assumptions hold, our model offers you a single numerical measure, c... View more
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