The new product development process: a risky collaboration between marketing and design

Authors

  • Jonas Hoffmann Professeur Assistant au CERAM Sophia-Antipolis
  • Jean-Pierre Mathieu Professeur à Audencia Nantes
  • Gilles Roehrich Professeur à l’IAE de Grenoble, CERAG UMR 5820
  • Pierre Valette-Florence Professeur à l’IAE de Grenoble, CERAG UMR 5820

Keywords:

New Product Development, Design, Consumer Value

Abstract

Marketing and Design seem to live a sometimes tumultuous cohabitation in the New Product Development Process. However, both, with their approaches and their methods, have an important contribution to the global value of the product. For better apprehend possible risks, we expose in this article a framework of the articulation between marketing and design and its consequences for the development of new products.

Published

2023-01-08

How to Cite

Jonas Hoffmann, Jean-Pierre Mathieu, Gilles Roehrich, & Pierre Valette-Florence. (2023). The new product development process: a risky collaboration between marketing and design. COMMUNICATION & MANAGEMENT, (3). Retrieved from https://journaleska.com/index.php/cm/article/view/7956

Issue

No. 3 (2007): CM

Section

Articles

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