| Original language | English |
|---|---|
| Title of host publication | MOA Topic of the Year 2020 |
| Subtitle of host publication | Brilliant New Products: Consumer Match or Mismatch? |
| Editors | Y.M. van Everdingen |
| Publisher | MOA |
| Pages | 25-36 |
| Publication status | Published - 2020 |
Winning the Gamble of Successfully Launching Brilliant New Products
Research output: Chapter in Book/Report/Conference proceeding › Chapter › Academic › peer-review