R&D/marketing communication during the fuzzy front-end

• Main Authors: MOENAERT, Rudy K., DE MEYER, Arnoud, SOUDER, William E., DESCHOOLMEESTER, Dirk
• Format: text
• Language: English
• Published: Institutional Knowledge at Singapore Management University 1995
• Subjects: Research and development; Technological innovation; Uncertainty; Product development; Operations and Supply Chain Management; Technology and Innovation
• Online Access: https://ink.library.smu.edu.sg/lkcsb_research/5522; https://ink.library.smu.edu.sg/context/lkcsb_research/article/6521/viewcontent/RnDMarketingCommFuzzyFrontEnd_1995.pdf
• Institution: Singapore Management University

The planning stage of an innovation project has a great effect on the commercial performance of the project. During the "fuzzy front-end", the organization formulates a concept of the product to be developed, and determines whether or not the organization will invest resources in the concr...