What is the cost of investing in discontinuous products? Missing the ROI boat

Rapid technological development has lead to a trend for discontinuous new products emerging on the market. The Roles of Marketing and Industrial Design in Discontinuous NewProduct Development explores the marketing and industrial development process for discontinuous innovations and concludes that it is an unconventional.

What’s the end advice? managers must consider the implications in industrial design and marketing activities when developing discontinuous product and imbed in the process a full dose of design thinking for maximizing NPD efforts.