It seems that reorganizing the product development function is a common and regularly administered solution to any perceived new product malaise. It's as though new product managers keep seeking some perfect form of organization that will lift their work to new levels of success. This article helps with the search. Axel Johne believes that experience can be a good teacher so he examined how experienced product innovators organize, in comparison to firms which are not so experienced. His results are interesting to all managers who wonder how product innovation can best be managed.
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F.A. Johne (1984) studied this question.
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