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THEORETICAL PERSPECTIVES ON NPD. Edition No. 1
VDM Publishing House, June 2010, Pages: 68
The following section commences this process, considering two of the most influential subject areas - Marketing and Operations Management. The placement of NPD at the intersection of these areas is demonstrated. Having determined in Chapter One to adopt an operations perspective to the study, this provides an initial filter to the literature and defines the ‘hierarchy of interests.' The relevant literature is still extensive, and a thematic classification is adopted to provide some further focus. Four areas of interest are identified from a consideration of the themes in the literature and the interests of Operations Management. These are the strategic management of NPD, its processes, its organisational structure and the information input to the process. Key publications are then identified and the evolution of process models of NPD discussed. The chapter concludes with a consideration of the implications of the body of knowledge for this study and issues of interest, which will be carried forward for investigation in the fieldwork.
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