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The actual uncertain and turbulent marketplace represents a tough challenge to NPD process. During the last tents years, NPD not only has been recognized as one of the corporate core functions (Huang et al., 2004), but also as a critical driver for company’s survival (Biemans, 2003) and prosperity (Lam et al., 2007).
Companies are trying to come out with new methods and techniques, able to guarantee successful products (Gonzales, 2002) in terms of quality, performance and cost.
NPD challange
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