Handbook of Research on New Product Development
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Handbook of Research on New Product Development

Edited by Peter N. Golder and Debanjan Mitra

New products are the major driver of revenue growth in today's dynamic business environment. In this Handbook, the world's foremost experts on new product development bring together the latest thinking on this vitally important topic. These thought-leading authors organize knowledge into useful and insightful frameworks covering all aspects of new product development: companies, collaborators, customers, context, markets, and performance. Managers will benefit from the handbook by expanding their knowledge of new product development and researchers will learn about opportunities to continue expanding on this body of knowledge.
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Chapter 9: The state of new product design and forecasting research: recent developments and future directions

Natasha Zhang Foutz and Vithala R. Rao

Abstract

This chapter offers a state-of-the-art review of the research on new product design (NPD) and demand forecasting (NPF) with a focus on initial releases of new products. Based on a conceptual framework rooted in the consumer choice process, this review is organized around the consumer, product, and contextual factors that influence new product design and diffusion. It also describes advances of related research methodologies, particularly in light of the enriched data opportunities in the digital marketing era. Various avenues of future research are then identified, such as effective utilization of digital media and big data for new product design and demand forecasting, new methods for tracing multi-media communications and path-to-purchase; and novel approaches for designing and forecasting demand for experiential and really new products.

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