van der Hoven, Christopher; Michea, Adela; Varnes, Claus; Goffin, Keith
(2013-06)
There is a widely held view that a lack of, “…customer understanding,” is one of the
main reasons for product failure (Eliashberg et al., 1997, p. 219). This is despite the
fact that new product development (NPD) is a ...