Please enable JavaScript.

Coggle requires JavaScript to display documents.

Improving Marketing's Contribution to New Product Development (Model…

- - - - Then whether these capabilities help the marketing department strengthen its position and inﬂuence within the NPD process
      - First identiﬁes marketing capabilities that are relevant for NPD
      - Evidence that ﬁrms with strong marketing departments are more successful with their new products.
- - - - Technical skills (TS)
        
        Knowledge about marketing and geenral management (MK)
    - - Innovartion Performance (IP)
        
        Business Performance (BP)
      - Decision Influence
        
        Initiated NPD projects (MI2)