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The Back End of Innovation

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Presenter: Gerry Katz
Company: Applied Marketing Science, Inc.
Year: 2012

For more than two decades, most of our time, attention, and research about New Product Development has been focused on the so-called Fuzzy Front End – discovery, Voice of the Customer, ideation, concept development, etc. Important? Absolutely! But what about the later stages of NPD, the activities found in what our Body of Knowledge labels as the Commercialization phase? Unfortunately, this has become the new stepchild of NPD. In this highly informative webinar, product development guru Gerry Katz will attempt to define and expound upon The Back End of Innovation. In Katz’s view, these activities are just as critical as those in the Front End, and may present just as many opportunities for innovation.

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tel: 1-651-290-6280
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