Marketing strategy may be one of the major
causes of new product development (NPD) project success. However, many
organizations ignore adequate marketing strategy leading to a poor NPD
performance. The primary purpose of this research was to investigate the associations
among implementation of brand marketing strategy, customer perceived value
(CPV), and NPD performance. The second objective was to determine whether the
impact of customer perceived value on NPD project performance was moderated by
product characteristics.
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