Imai, Ken-ichi, Ikujiro Nonaka, and Hirotaka Takeuchi. "Managing the New Product Development Process: How Japanese Companies Learn and Unlearn." In The Uneasy Alliance: Managing the ...

The number of sales and the length of a product life cycle might be different for different products but all products share a general pattern of growth and decline. This cycle can be shown on a ...

Leonard-Barton, Dorothy, and Gil Preuss. "Chaparral Steel: Rapid Product and Process Development." Harvard Business School Case 692-018, September 1991. (Revised January 1998.) ...

The marketer's perspective on the customer has changed significantly over the last decade. Brands used to gaze from above on a faceless sea of prospects; now, brands come face-to-face with customers ...