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Part 5. Product Innovation and Management

  1. Richard Blackburn

Published Online: 15 DEC 2010

DOI: 10.1002/9781444316568.wiem05048

Wiley International Encyclopedia of Marketing

Wiley International Encyclopedia of Marketing

How to Cite

Blackburn, R. 2010. Prototype. Wiley International Encyclopedia of Marketing. 5.

Author Information

  1. University of North Carolina at Chapel Hill, Chapel Hill, NC, USA

Publication History

  1. Published Online: 15 DEC 2010


Prototyping gives new-product/service development teams an opportunity to examine successive approximations to a new product/service before committing to more costly steps of the development process. Prototypes can (i) help teams learn; (ii) facilitate team communication; (iii) assist in information exchange; and (iv) function as team milestones. Teams working in prototyping cultures (as opposed to specification cultures) tend to develop more radical innovations.


  • prototype;
  • new-product development process;
  • new-service development process;
  • prototyping culture;
  • specification culture