MKT 640 - New Product Development

This course focuses on the development of appropriate organizational structures for managing new product development. It discusses the risks and rewards of innovation, and the need for regular and systematic development of new products and services. The various stages in the new product development process, from idea generation to commercialization, are examined in detail. The consumer adoption process and the factors that may influence it are also studied.
Lecture
Credits: 3
Prerequisite: MBA 560