Part 5. Product Innovation and Management
Published Online: 15 DEC 2010
Copyright © 2011 John Wiley & Sons, Ltd. All rights reserved.
Wiley International Encyclopedia of Marketing
How to Cite
Blackburn, R. 2010. Prototype. Wiley International Encyclopedia of Marketing.
- 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.
- new-product development process;
- new-service development process;
- prototyping culture;
- specification culture