ABSTRACT
In this chapter, we will address the following questions: 1. Why study new products? 2. What is an innovation? What are the different types of innovations, and why
should managers care? 3. What types of systemic processes are followed in developing new products? 4. What is the role of marketing in the innovating organization? 5. What is the role of the new product development manager in the innovat-
ing organization?
