MKTG 664 - New Product and Service Innovation

Perspectives and frameworks on how new product and service innovation can generate growth and economic value in organizations. Issues addressed pertain to the stages of idea generation, screening, and selection, business development, market testing and commercialization, as well as the design of strategies and practices that lead to organizational success.

Prerequisites & Notes
PRQ: MKTG 505 or consent of department.

Credits: 3