Introduction The traditional approach to new product development (NPD) can be described to start and end with the customer (Slack et al., 2004). However, the focus on NPD has evolved over the years, from having an internal company view to external market view. The article titled, Customer Support and new product development (Goffin & New, 2001), takes us a step further in the approach to NPD. It discusses a study undertaken by the authors to understand …showed first 75 words of 2710 total…

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