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Journal of Supply Chain Management

A Holistic Approach to New Product Development: New Insights Members Only Content

Literature for some time has endorsed a participative approach to new product development. Nonetheless, practice still seldom follows theory. The production, purchasing and logistics areas, as well as suppliers and customers, continue to be underrepresented at many manufacturing firms. This research provides empirical support for including these parties early in new product development. It demonstrates the positive impact their participation can have on manufacturing efficiency and agility, delivery service and organizational performance. It also reveals that there is ample room to increase their participation at many firms.

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