Innovation, Technology Entrepreneurship, and Marketing
Welcome to the Innovation, Technology Entrepreneurship, and Marketing Group
The research domain of the ITEM group encompasses new product development (NPD) processes. NPD is one of the most important issues in management research and practice. The relative number and impact of refereed journal publications on the subject is high and growing, and practitioners have repeatedly named NPD as their top priority to maintain and/or grow sales and profitability. NPD also has societal impact and relevance because NPD is responsible for raising the quality and lowering the prices of products that have dramatically improved consumers’ lives.
Our research program focuses on means for measuring and improving the process of designing, developing, and launching new products (i.e., goods and services) to the market. As such, it encompasses both the strategic planning and operational activities of the NPD process. Examples of particular topics of interest are integrated product development, learning and knowledge transfer in product development, interfirm collaboration in NPD, customer involvement in product development, strategic market entry, and capturing market rewards of NPD. While the NPDP research program covers the full range of new products (i.e., from incremental to radical) and its underlying design, development and commercialization processes in new ventures as well as established firms, its primary focus is on high-tech products.
Two Research Themes
Within the NPD domain we focus on two research themes, i.e., new product creation and new product commercialization.
More information about the Innovation, Technology Entrepreneurship and Marketing group can be found at their website.