Abstract
Faced with intense market competition, enterprises need to pay increasing attention to innovation and new product development. However, innovation in new product development is a kind of highly risky exploration. Once the new product fails, enterprises will suffer enormously. Recognizing the growing importance of the innovation in new product development and the necessity of a better management process for its success, this paper proposes an assessment model to determine and analyze the innovation risks factors in new product development process. Based on a case study, the paper concludes with strategic recommendations for managers and some propositions for future academic research.
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