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|Title:||Net present value techniques and their effects on new product research|
|Authors:||Haley, G.T. |
|Source:||Haley, G.T.,Goldberg, S.M. (1995). Net present value techniques and their effects on new product research. Industrial Marketing Management 24 (3) : 177-190. ScholarBank@NUS Repository.|
|Abstract:||This article presents an exploratory analysis of the effects of emphasizing net present value techniques and short-term returns in the analysis and selection of new product research projects. A large body of literature exists in economics indicating that such emphases hinder successful innovation, yet the authors usually argue from anecdotal and case-generated data. We present empirical results that lend support to the aforementioned criticisms of net present value techniques and the short-term biases that they reflect. © 1995.|
|Source Title:||Industrial Marketing Management|
|Appears in Collections:||Staff Publications|
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