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- W2024648673 abstract "Effective relationship management during new product development (NPD) is an important determinant of new product success in technology-based, industrial markets. This article investigates whether different relationship approaches are used by sellers of high-tech innovations during the NPD process. The results of our empirical study reveal that sellers are resorting to two approaches during NPD: bilateral versus unilateral product development relationships. Furthermore, the approach used in a particular dyad is aligned with the seller's marketing strategy for the innovation, particularly aspects related to targeting (buyer knowledge and prior relationship history) and product strategy (the extent of product customization)." @default.
- W2024648673 created "2016-06-24" @default.
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- W2024648673 date "1999-09-01" @default.
- W2024648673 modified "2023-09-23" @default.
- W2024648673 title "A taxonomy of relationship approaches during product development in technology-based, industrial markets" @default.
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- W2024648673 doi "https://doi.org/10.1016/s0737-6782(99)00011-9" @default.
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