MANAGING THE OUTERFACE: A LOWER‐COST, LOWER‐RISK WAY TO NEW‐PRODUCT SUCCESS

Abstract

A few years ago Dick Laster, executive vice president of General Foods, was addressing the American Marketing Association on the subject of success and failure in new products. The title of his speech was, “Managing the Interface Between Marketing and R&D.” Dick's opening remark was, “I was thrilled when they told me the subject they wanted me to talk about today—because, frankly, I've never been sure until now that there was an Interface.”

Citation

Tripp, A.R. (1984), "MANAGING THE OUTERFACE: A LOWER‐COST, LOWER‐RISK WAY TO NEW‐PRODUCT SUCCESS", Journal of Consumer Marketing, Vol. 1 No. 1, pp. 74-79. https://doi.org/10.1108/eb008088