Abstract
New products are sometimes perceived as risky. This article contributes a process that new product development teams can use to better understand stakeholders' concerns. the stakeholder analysis process is appropriate for products that can be perceived as risky since it enables developers to address key issues of concern prior to new product introduction, mitigating market acceptance risk. It uses a stakeholder model that facilitates dialogue to understand market risks and guide the assessment process. This article includes a case study describing a successful application of introducing biopharmaceutical products, as well as some of the key findings to demonstrate usefulness. © 2003 by the American Society for Engineering Management.
Recommended Citation
H. Nystrom and K. Poon-asawasombat, "Understanding Market Stakeholder Perspectives: Application in the Biopharmaceutical Industry," EMJ - Engineering Management Journal, vol. 15, no. 2, pp. 17 - 24, Taylor and Francis Group; Taylor and Francis, Jun 2003.
The definitive version is available at https://doi.org/10.1080/10429247.2003.11415201
Department(s)
Engineering Management and Systems Engineering
International Standard Serial Number (ISSN)
1042-9247
Document Type
Article - Journal
Document Version
Citation
File Type
text
Language(s)
English
Rights
© 2024 Taylor and Francis Group; Taylor and Francis, All rights reserved.
Publication Date
01 Jun 2003
