Abstract
The study aims to provide managers with a better understanding of the strategic implications of the impact of new-product decisions on profitability. A cross-functional perspective and synthesized marketing science ideas are adopted with research in the product development, accounting, and manufacturing areas to develop conceptual, analytical and empirical insights into the impact of different levels and types of new product variety on a firm's overall profitability. The research is the first step to address the product line evaluation problem from a cross-functional perspective, when a firm is simultaneously evaluating multiple line extensions.
| Original language | English (US) |
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| Pages | [d]236-241 |
| State | Published - Jan 1 1998 |
| Event | Proceedings of the 1997 40th International Conference - Washington, DC, USA Duration: Oct 26 1997 → Oct 29 1997 |
Other
| Other | Proceedings of the 1997 40th International Conference |
|---|---|
| City | Washington, DC, USA |
| Period | 10/26/97 → 10/29/97 |
ASJC Scopus subject areas
- Management Information Systems
- Industrial and Manufacturing Engineering