Virtual Reality in New Product Development: Insights from Prelaunch Sales Forecasting for Durables.
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| Title: | Virtual Reality in New Product Development: Insights from Prelaunch Sales Forecasting for Durables. |
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| Authors: | Harz, Nathalie1 (AUTHOR) nathalie.harz@bwl.uni-mannheim.de, Hohenberg, Sebastian2 (AUTHOR) Sebastian.Hohenberg@mccombs.utexas.edu, Homburg, Christian3 (AUTHOR) homburg@bwl.uni-mannheim.de |
| Source: | Journal of Marketing. May2022, Vol. 86 Issue 3, p157-179. 23p. 1 Black and White Photograph, 1 Diagram, 7 Charts, 2 Graphs. |
| Database: | Business Source Ultimate |
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| ISSN: | 00222429 |
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| DOI: | 10.1177/00222429211014902 |
