New Product Models: Practice, Shortcomings and Desired Improvements

Vijay Mahajan and Jerry Wind report the results of a study conducted to assess the role of new product models in supporting and improving the new product development process. The study focused on current industry practice in deciding which models and methods to use, their shortcomings and desired improvements. The results have implications for developers, suppliers and users of new product forecasting models. The article concludes with a research and implementation agenda to further foster and benefit from advances in new product models.