5. How the new product development process is managed, from a process perspective, is as important as
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5. How the new product development process is managed, from a process perspective, is as important as what product decisions are made. The stage-gate system helps companies strike a balance between entrepreneurial creativity and business discipline in their new product efforts.
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Related Book For 
Marketing Management A Strategic Decision Making Approach
ISBN: 9780073381169
7th Edition
Authors: John Mullins, Orville Walker, Harper Boyd, Jr.
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