@article{Ogawa.2006,
	title = {Reducing the Risks of New Product Development},
	author = {Susumu Ogawa and Frank T. Piller},
	journal = {MIT Sloan Management Review},
	number = {2},
	pages = {65-71},
	volume = {47},
	year = {2006},
	biburl = {http://www.bibsonomy.org/bibtex/277927bfe44a0485b5ecbf5acd2f5b1d9/callagialla},
	abstract = {The article presents guidelines for minimizing the risks of new product development. An alternative that some companies have implemented is to integrate customers into the innovation process. Firms also ask for commitments from customers to purchase a new product before commencing any final development and manufacturing. Collective customer commitment combines the ideas of postponement and mass customization. Product development, like any other management task, requires important decisions about tradeoffs as managers choose what to do.
The article presents guidelines for minimizing the risks of new product development. An alternative that some companies have implemented is to integrate customers into the innovation process. Firms also ask for commitments from customers to purchase a new product before commencing any final development and manufacturing. Collective customer commitment combines the ideas of postponement and mass customization. Product development, like any other management task, requires important decisions about tradeoffs as managers choose what to do.},
	issn = {1532-9194},
	keywords = {-- COMMERCIAL Industrial IndustrialMANAGEMENTMANUFACTURING ManagementNEW managementResearch, processesMARKETING productsCUSTOMER productsPRODUCT relationsDESIGN, }
}

@article{bibtexkey,
	title = {Reducing the Risks of New Product Development},
	author = {Susumu Ogawa and Frank Piller},
	journal = {MITSloan Management Review},
	number = {2},
	volume = {47},
	year = {2006},
	biburl = {http://www.bibsonomy.org/bibtex/2a5e31e3377beab817daa634b5d27a205/kochm},
	keywords = {community support }
}