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Are Stakeholders Included in the Green New Product Development Process

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posted on 2023-02-06, 03:58 authored by Michael PolonskyMichael Polonsky, J Ottman
The development of green products requires that marketers involve a broad set of internal and external stakeholders in the new product development (NPD) process. Their involvement is important, for these stakeholders often have information and expertise outside the organisation’s core domain. This paper examines marketers’ perception of stakeholders involvement in this process and what specific startegies or approaches have been used to involve them in the green NPD process.

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Pagination

120 - ?

ISSN

2363-6165

eISSN

2363-6173

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