New Product Marketing
The new product marketing scholars have been the key partner of firms like Océ-Technologies, KPN and Philips for conducting state-of-the-art research projects. Moreover, firms benefit from the students we supervise in thesis projects for enhancing their new product commercialization performance and frequently also recruit high quality students from our MSc Innovation Master's program. The new product marketing scholars also provide firms with customized tools, skills and knowledge to advance their customer-involved new product creation efforts as well as their new product commercialization activities. Moreover, our scholars share their research findings and knowledge through professional organizations like the Dutch Marketing Institute as well as through our participation in executive and organizational development programs (i.e., lecture series on innovation management).