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J PROD INNOV MANAG 2018;35(3):300–307

C 2018 Product Development & Management Association


V
DOI: 10.1111/jpim.12447

Guest Editorial

Emerging Research Themes in Innovation and New Product


Development: Insights from the 2017 PDMA-UNH Doctoral
Consortium*
Ludwig Bstieler, Thomas Gruen, Billur Akdeniz, Danielle Brick, Shuili Du, Lin Guo,
Moein Khanlari, James McIllroy, Matt O’Hern, and Goksel Yalcinkaya

I n July 2017, the University of New Hampshire


hosted and cosponsored the third triennial PDMA-
UNH Doctoral Consortium. As in the two prior
events held at the University of Illinois at Chicago, the
innovation, Internet of Things (IoT), big data/analytics
and innovation, and sustainability focused innovation.
Each area was focused on in two round-robin sessions,
led by an academic and addressed by two separate groups
Consortium brought together leading new product devel- consisting of a mix of academics, practitioners, and doc-
opment (NPD) and innovation scholars and practitioners, toral candidates. This editorial is a summary of the
as well as 16 of some of the most promising doctoral research themes, possibilities, ideas, and priorities that
students doing research in this respective field. One emerged from this research workshop. Our goal is to
highlight of the Consortium involved the “hot-topics” stimulate substantial further research on these topics that
research workshop that aimed to develop and expound advances the knowledge in NPD and innovation and con-
on some of the most promising research questions of tributes to both managerial and academic practice.
In the subsequent sections, and in no particular
theoretical and practical significance related to five
order, we briefly describe each of these hot topics and
emerging areas identified in consultation with outside
offer a list of possible research questions that may
innovation academics and practitioners. The five “hot
guide scholarly research in this area.
topics” include open innovation, 3D printing and

Address correspondence to: Ludwig Bstieler, Department of Market- Open Innovation


ing, Peter T. Paul College of Business and Economics, University of
New Hampshire, Durham, New Hampshire 03824. E-mail: ludwig.bsti-
eler@unh.edu. Tel: 603 862 3306. Many companies utilize some form of open innovation
*We wish to thank the doctoral fellows, and the faculty and managerial to tap the outside knowledge, expertise, or technologies
fellows that participated in the 2017 PDMA-UNH Doctoral Consortium held
at the University of New Hampshire (in alphabetical order): Michael that facilitate NPD. Companies also recognize open inno-
Ahearne, University of Houston; Rob Albert, AstraZeneca; Ana Paula Paes vation as a strategic tool that enables them to explore
Leme Barbosa, University of Sao Paulo; Gloria Barczak, Northeastern Uni-
versity; Barry Bayus, University of North Carolina at Chapel Hill; Lagnajita
new growth opportunities while minimizing risk. For
Chatterjee, University of Illinois at Chicago; Ken (Yongjian) Chen, Wilfried example, open innovation platforms provide flexibility
Laurier University; Anthony Di Benedetto, Temple University; Yvon and responsiveness without necessarily requiring substan-
_
Durant, Itaconix; Ismail Erzurumlu, Koç University; Hadi Eslaminosrata-
badi, McMaster University; Paul Fombelle, Northeastern University; Tom tial costs. Open innovation can enhance firms’ NPD
Grad, Vienna University of Economics and Business (WU Vienna); Anasta- efforts either by enabling them to source knowledge
sia Grass, Ludwig-Maximilians-Universit€at Munich (LMU); Thomas Hus-
tad, Indiana University; Mark Kirby, Liberty Mutual; Praveen Kopalle, from external innovators (i.e., an outside-in approach) or
Dartmouth College; Regina “Gina” McNally, Saint Xavier University; Bar- by allowing their under-utilized ideas and technologies to
bara Mehner, Vienna University of Economics and Business (WU Vienna);
Jan Andre Millemann, Saarland University; Hooman Mirahmad, Texas
be incorporated into others’ innovation processes (i.e., an
A&M University; Cheryl Nakata, University of Illinois at Chicago; Charles inside-out approach). Against this backdrop, the work-
Noble, University of Tennessee and Vice Chair Executive Committee shop discussions identified four main themes.
PDMA; Gina O’Conner, Rensselaer Polytechnic Institute; Josue Reynoso,
Rensselaer Polytechnic Institute; Aric Rindfleisch, University of Illinois at
Urbana–Champaign; Sunny Sanwar, University of Missouri-Kansas City;
Kolin Schunck, WHU–Otto Beisheim School of Management; Jelena Span- Theme 1: Open Innovation in the Age of Digitalization
jol, Ludwig-Maximilians-Universit€at Munich (LMU); Pete Lankford, Tim-
berland; Markus Welle, University of Mannheim; Gerard Tellis, University
of Southern California; Shaoling (Katee) Zhang, University of Massachusetts The digital transformation provides new tools for gen-
Amherst; Yufei Zhang, Michigan State University. erating, sharing, retrieving, and storing the knowledge
INSIGHTS FROM THE 2017 PDMA-UNH DOCTORAL CONSORTIUM J PROD INNOV MANAG 301
2018;35(3):300–307

resources that underlie open innovation. As a result,  How do companies blend an internal R&D program
more decentralized innovation ecosystems allow a with an external approach such as a crowdsourcing
diverse set of actors to co-create novel solutions to or co-creation platform?
complex problems. The following research questions
highlight some of the opportunities and challenges that  Under what conditions will companies be more
are directly related to the digital transformation. likely to engage in (or be effective at) open innova-
Research Questions: tion? At what level does openness become a chal-
lenge? Are there differences in different industries
 What is the role of digital platforms in helping (or and across borders?
hindering) open innovation? In which phase(s) of
new product development (ideation to commerciali-
zation) are digital platforms most (or least) effective Theme 3: Measuring the Impact of Open
in fostering open innovation? Innovation
 How do new digital technologies contribute to Open innovation approaches vary considerably in terms
sourcing, sharing, filtering, and evaluating external of the arrangements between stakeholder groups, the
knowledge for open innovation? governance mechanisms chosen by each company, the
type of incentives used, and the short- and long-term
 What are some of the challenges companies are
goals to be achieved (Carroll, Srivastava, Volini, Pi~neiro-
likely to encounter when transitioning toward open
Nu~nez, and Vetman, 2017). In an open innovation envi-
innovation in the age of digitalization? What steps
ronment collaboration will not just be cross-functional,
can they take to build organizational readiness for
but may span a variety of actors including companies,
open innovation?
universities, governments, suppliers, customers, or indi-
 Can open innovation be used for developing core viduals. The incorporation of such a large number of
capabilities? If so, how can digital technologies diverse actors and insights can be challenging. Moreover,
facilitate this process? traditional performance indicators are often ill-equipped
to measure the relevant inputs, processes, and outcomes
associated with an open innovation program. Hence there
Theme 2: Challenges of Co-creation and is a substantial need for generally applicable and easily
Crowdsourcing implementable open innovation metrics. The next set of
research questions addresses this important issue.
Many managers view open innovation as a combina- Research Questions:
tion of co-creation and crowdsourcing. Co-creation
(e.g., a collaboration between different actors) and  What methodologies and metrics enable companies
crowdsourcing (e.g., the sourcing of novel solutions to successfully control and measure progress in their
from a group of external innovators) differ slightly in open innovation projects?
their meaning, and each carries its own risk. In crowd-  How should companies utilize open innovation met-
sourcing, e.g., harnessing the “wisdom of the crowd” rics effectively, particularly considering that differ-
without succumbing to the “tyranny of the crowd” is a ent types of measures (i.e., input, process, and
significant challenge. Recent research also suggests outcome) are needed?
that an excessive level of openness can harm perfor-
mance through information redundancy and over-  How could companies measure value creation such
complexity (Du, Yalcinkaya, and Bstieler, 2016; as speed of innovation, stakeholder contribution, and
Stanko, Fisher, and Bogers, 2017). Consequently, bal- contribution quality?
ancing openness while maintaining control is a major
concern in both co-creation and crowdsourcing.
Research Questions: Theme 4: Mechanisms Linking Open Innovation to
Performance Outcomes
 When is the enforcement of intellectual proprietary
rights beneficial in knowledge identification and While there is research linking open innovation to per-
acquisition? Under what settings do they hinder formance outcomes (e.g., Chesbrough, Vanhaverbeke,
knowledge acquisition? and West, 2014), and identifying some mediators that
302 J PROD INNOV MANAG L. BSTIELER ET AL.
2018;35(3):300–307

underlie the relationship between open innovation and product development speed? What are the underly-
firm performance (e.g, Faems, De Visser, Andries, and ing mechanisms through which this occurs?
Van Looy, 2010), the examination of factors that moder-
ate this relationship remains inadequate. There is much  Under what circumstances is the impact of 3DP tech-
to gain from investigating the relevant antecedents, nology on relevant NPD outcomes most pronounced
mediators, and moderators in open innovation processes. (e.g., for geographically disparate virtual teams, in sit-
Research Questions: uations where effective communication between dif-
ferent functional areas is especially challenging)?
 What institutional factors influence the relationship
between open innovation and firm performance?  What is the relative impact of 3DP technologies on
NPD team output at different stages of the NPD pro-
 How do the mechanisms linking open innovation to
cess (e.g., ideation phase versus development
performance outcomes differ in various industries or
phase)?
international markets?

 How does the measurement of the effectiveness of


open innovation differ across external actors (e.g., Theme 2: 3DP Users’ Role in Providing Firms
customers, suppliers, universities)? with NPD-Relevant Knowledge

Because 3DP inherently involves transformations of


digital information to physical products (and vice
3D Printing and Innovation
versa), this technology has the potential to impact a
Recognizing that firms have employed 3D printing wide variety of new sectors and will likely be of inter-
(3DP) technologies for decades, research interest in est to many firms in the near future (Rindfleisch,
this domain has grown only recently. Consortium par- O’Hern, and Sachdev, 2017). Industries in which user
ticipants identified three important themes within the activity was previously restricted due to the difficulties
domain of 3DP that need additional scholarly study. involved in acquiring the necessary manufacturing tools
(e.g., prosthetics) now serve as fertile new grounds for
user innovation. As in other community-based user
Theme 1: 3DP’s Role in Enhancing Firms’ innovation contexts (e.g., open source software), users
Internal Innovation Efforts are actively involved in creating and sharing new prod-
uct designs to satisfy their own and their peers’ unmet
What are the ways that a firm might apply 3DP to
needs. Consequently, forward thinking firms may be
enhance the innovative potential of its internal NPD
well advised to regard this user-generated content as a
teams? For example, do teams that actively utilize 3DP in
vital knowledge resource that can serve as an important
NPD find that they can more easily create a variety of
source of new inspirations and offer them a more com-
physical prototypes and models? The availability of 3DP
prehensive set of real-time insights into users’ evolving
physical artifacts could enable NPD team members to bet-
needs.
ter comprehend important aspects of the products they
Research Questions:
seek to develop and more effectively communicate new
ideas with one another. Other possible benefits of applying
3DP technologies in this manner might include enhanced  To what extent should firms actively involve users
learning outcomes among NPD team members and an in selecting the most promising of 3DP innovations,
increased ability to work collaboratively to achieve collec- and what are the limitations of this approach?
tive goals. These intermediate outcomes, in turn, might
influence NPD-relevant metrics such as product feasibility,  What are the characteristics that make some users
product innovativeness, and/or NPD speed. more/less adept at identifying promising innovations
Research Questions: than their peers?

 How does the application of 3DP technology in the  What mechanisms and approaches can firms use to
NPD process influence outcome metrics such as better evaluate and gauge the market potential of
product feasibility, product innovativeness, and user-generated 3DP innovations?
INSIGHTS FROM THE 2017 PDMA-UNH DOCTORAL CONSORTIUM J PROD INNOV MANAG 303
2018;35(3):300–307

Theme 3: The Disruptive Role of 3DP Innovation can be arranged to communicate information regarding
Occurring Outside the Firm their use, context, environment, and location. In the IoT,
any physical object can become an information resource
The “democratization” of innovation in the 3DP where the information can be combined and rearranged to
domain promises to make user innovation more rele- create new forms of value, and this value typically goes
vant to a larger number of industries and NPD contexts. beyond the original design for the use of the object. For
This challenges the traditional NPD logic that the firm example, textiles with smart sensors can collect and pro-
plays the primary role in deciding which innovations vide information not only about the garment, but also the
will be adopted (Bayus, 2013). The traditional perspec- user of the garment, and the environment in which the gar-
tive understates the important role that user-to-user and ment is being worn or stored. This information can be
firm-to-user knowledge flows may play in fostering communicated, shared, and organized for a number of
3DP innovation. In order to succeed in the 3DP uses (fit and wear of the fabrics, health of the wearer, or
domain, firms may need to adopt a very different set of surrounding air quality).
roles that serve to enhance communications between In this workshop the participants discussed research
groups of users or between the firm and the user base. issues surrounding the IoT including its building
This strategy may become increasingly viable for firms, blocks, encouragers/inhibitors of adoption, research
as recent advances in 3DP technology (e.g., lower cost methodologies, and managerial applications. A recent
3D printers, increasingly user-friendly 3D scanners) article by Ng and Wakenshaw (2017) provided partici-
allow users of various skill levels to actively participate pants the background and history of IoT and served as
in the user innovation process. Thus, 3DP encourages the springboard for the discussion. Even though the
firms to reassess the role they play in the NPD process term seems to have been first established in 1999
as well as their willingness to share NPD-relevant (Ashton, 2009), there is “scant research” available on
knowledge with their customers. the topic. Using the list of research questions and
Research Questions: approaches outlined in Ng and Wakenshaw (2017),
participants found the most consensus surrounding the
 What are the social motivations that drive users to share following research themes and questions:
ideas with one another and/or create their own 3D
printed products?
Theme 1: Inhibitors of IoT Adoption
 To what extent must firms actively share NPD-relevant
knowledge (e.g., modifiable design files) with their user The first and foremost issues that could inhibit the
communities in order to enhance the acquisition and adoption of IoT include cyber security, privacy, and
retention of high quality user innovators? control. Specific issues include the level of individu-
als’ concerns about potential negative effects regarding
 Are firms that actively share NPD-relevant knowl- the loss of privacy, the need for additional information
edge with their user communities better able to security, and ceding control of everyday tasks.
facilitate user innovation and arrive at more innova- Research Questions:
tive new product protoypes than firms that adopt a
 Which new individual capabilities and resources will
more traditional intellectual property approach?
need to be developed that will be required to adapt
 Can firms that actively share NPD-relevant knowl- to IoT such as personal information management
edge with their user communities build goodwill and and working with crypto-currencies?
stimulate customer loyalty enough to offset the possi-  As the nature of the IoT is to share information,
ble negative consequences of sharing intellectual how would individuals relate to others and how
property assets with their users (e.g., product coun- would new networks of individuals be formed?
terfeiting, piracy)?

Theme 2: Enhacing the Consumer Experience


“Internet of Things”
A second major area of discussion surrounded the
The Internet of Things (IoT) is generally described as understanding of the building blocks for the IoT includ-
a network of entities that are connected by sensors that ing logics, standards, interoperability, and scalability.
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2018;35(3):300–307

This also addresses the paradox of customization and Big Data/Analytics and Innovation
the need for standardization, i.e., how to provide a cus-
tomized experience while standardizing for efficiency. A “Big data and analytics” has become a vital driver of
related research area concerns the degree to which the innovation, competition, and growth in the global
IoT provides incremental functionalities to existing economy (Bharadwaj and Noble, 2017). The examina-
objects’ purposes (e.g., traditional automobiles become tion of the interface of innovation and big data/analyt-
self-driving) as opposed to developing entirely new pur- ics resulted in several key themes that emerged as
poses for existing objects (new business models where potential research avenues.
new information based revenues replace the traditional
revenue model from the product’s original purpose). Theme 1: Radical Innovation Driven by Big Data
Research Questions:
The big data revolution leading to data-rich business envi-
 From the firm perspective, how is value created, dis- ronments has significant implications for NPD and innova-
tributed, attributed, and shared in the IoT? tion. Big data are often described by their volume,
velocity, and variety, which can serve as a source of com-
petitive advantage to create value and drive innovation.
 What are the best arrangements for manufacturing The 2014 IBM Innovation survey suggests that using big
firms to acquire the new competencies required to data in their innovation processes helps firms to beat their
compete in the IoT? competition in terms of revenue, growth, and efficiency
with a higher probability. Yet, there is still a lack of under-
standing of whether and how big data drives radical and
Theme 3: Research Methodologies and Managerial disruptive innovation. Research has examined how firms
Applications like Netflix, Uber, and Airbnb use consumer data from the
use of actual products to reduce costs, increase accessibil-
In IoT research, the unit of analysis focus can be ity, improve the next generation of products, and create
either on the individual product component new business models. In addition to these downstream
(“internet-connected constituent”) or at the network effects of big data on NPD, firms can also use it to pursue
or system level. The focus can also be on the indus- a demand-side opportunity analysis to reveal new insights
trial IoT or the consumer IoT. For research methods, and upstream implications.
the workshop centered on opportunities for field Research Questions:
experiments to supplement controlled experiments.
 Which antecedents elicit more radical and disruptive
The group affirmed the need for cross-disciplinary
innovation from big data?
research, although marketing can be the organizing
field as ultimately all IoT must be adopted by users.  How can big data and its components help companies
The adoption of a service-dominant logic approach uncover the untapped opportunities in the market?
and its recent evolution to include institutions (Vargo For instance, how does the value and veracity of
and Lusch, 2015) can be key to addressing the ser- data-rich environments help organizations detect early
vice nature of the IoT and the interface of marketing users and alternative benefits of existing products to
research with other disciplines. develop the next new-to-the world products and iden-
Research Questions: tify unmet customer needs?

 What type of contextual variables can accentuate the


 What are the most promising research methods or
potential benefits of big data for disruptive
combinations thereof to study the IoT in different
innovation?
contexts?

 How can the adoption of a service-dominant logic Theme 2: Innovation in the Light of Descriptive,
approach and its recent evolution to include institu- Predictive, and Prescriptive Analytics
tions (Vargo and Lusch, 2015) address the service
nature of the IoT and the interface of marketing Eighty percent or more of analytics that are provided to
research with other disciplines? most businesses are descriptive, which is the simplest
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type used for understanding the past and current situa-  Would collaboration between data scientists and
tion. Yet, predictive and prescriptive analytics are con- marketers make radical or incremental innovations
sidered as the next and more insightful steps in helping from data more likely to happen?
organizations with forecasting as well as predicting the
possible outcomes of a course of action (such as a new
product launch). By using a variety of techniques such Theme 4: Creation of Smart Products and Services
as machine learning and data mining, predictive analyt- Fueled by Big Data and Analytics
ics can help companies identify early users and focus
their communications to address this specific customer Smart products include those that can perform one or
segment and forecast future demand. Prescriptive ana- more of these tasks: collect and transmit user data, inde-
lytics, using simulation and/or optimization, can help pendently interact with users, or adapt and self-
companies to determine the most optimal improvements customize their features in response to user preferences.
to a certain product or service for the next generation These products can process and analyze user data in a
launch. Both of these techniques along with descriptive decentralized fashion at the individual level through
analytics provide organizations with deeper learning built-in algorithms, and they can also send their user
capabilities and actionable insights as a sustainable data to a computer server for central processing. With
competitive advantage. central processing, each smart product can also tap into
Research Questions: a “crowd wisdom” gleaned from all existing users to
inform its interactions with the user or its self-
customization. As products become smarter, they breed
 In what ways do descriptive, predictive, and pre-
new opportunities for innovation. Continuous creation
scriptive analytics lead to innovative ideas or inform
and collection of user data also provides the opportunity
the innovation process?
for automating the innovation process or at least parts of
it, such as idea generation.
 How is each type superior to the others for increas-
Research Questions:
ing the likelihood of innovation success, and where
and when is each type best applied?  How can heterogeneities in user preferences and
product usage lead to the development of new prod-
 How can predictive and prescriptive analytics help ucts or making existing products smarter?
companies with their product and process innovation?
 How can we use intelligent algorithms to not only
examine the head of the distributions of user prefer-
Theme 3: Collaboration Between IT and ences and usage patterns, but also analyze the tail of
Marketing, and its Impact on Innovation such distributions for new ideas?

While marketers would benefit from expanding their  What characteristics must an intelligent algorithm or
skills in data handling and analysis, it is also an oppor- machine possess to independently come up with
tune time for them to form interdisciplinary collabora- innovative ideas?
tions with data scientists and IT experts to co-create
value and new knowledge that stems from expertise in
multiple domains. Such collaborations would lead to Sustainability-Focused Innovation
synergies that can expedite the rate at which innova-
tion from data takes place. Sustainability-focused innovation refers to a firm’s inten-
Research Questions: tional and systematic integration of multiple social and
environmental criteria in its NPD to create joint social
 Does business domain expertise affect the quantity and business value. Leading scholars have called for
and quality of innovative insights that can be drawn more research to investigate effective methods and pro-
from raw data? cesses that help explain how to effectively and efficiently
integrate sustainability into new product innovation
 How can the skill sets of data analytics and market- (Barczak, 2012; Slotegraaf, 2012). Against this backdrop,
ing be brought together to benefit NPD? the workshop participants identified three main themes.
306 J PROD INNOV MANAG L. BSTIELER ET AL.
2018;35(3):300–307

Theme 1: Sources of Sustainable Innovation employees and external business partners (e.g., cus-
tomers, suppliers) to develop sustainable new
There is limited knowledge on sources and antecedent products?
conditions of sustainable innovation (Adams, Jeanre-
naud, Bessant, Denyer, and Overy, 2015). Sustainable  What are the variables (e.g., culture, social norms,
innovation balances the interests and well-being of a values, and identity signaling) that influence con-
firm’s various stakeholders, ranging from shareholders, sumer demand for sustainable products?
consumers, employees, to business partners, local com-
munities, and the natural environment. Most prior  How should firms cooperate with partners in the dis-
research has focused on either the benefits of sustain- tribution channel to bring sustainable new products
ability or the macro and institutional influences on to customers in the right place? What are the pro-
firms’ sustainable practices. An in-depth, nuanced cesses through which firms could facilitate the estab-
understanding of the stakeholder- and firm-related lishment of relevant industry standards and public
sources of sustainable innovation begs attention. policies regarding sustainable innovations?
Research Questions:
 What roles do external factors, such as consumer
insights, marketplace trends, and competitors’ actions, Theme 3: Challenges in Sustainable Innovation
play in generating ideas for sustainable innovations?
To better facilitate sustainable innovation and embed it
 How do firm-level factors, such as corporate culture, in a firm’s business model, managers need to fully
leadership characteristics, and innovation strategy, grasp the unique characteristics of sustainable innova-
influence a firm’s engagement in sustainable tion in comparision to conventional innovation and
innovation? establish decision criteria and policies for making com-
pex trade-offs, if any, between the two. Enhancing the
 Why are some firms more likely to adopt a proactive
credibility and effectiveness of marketing communica-
(versus a reactive) approach to sustainability-focused
tion related to sustainable new products is critical for
innovation? Is there a first-mover advantage in sustain-
fostering consumer adoption. Firms also need to quan-
able innovation? Under what circumstances is the first-
tify and calibrate the progress and outcomes of sustain-
mover more (or less) likely to succeed in sustainable
able innovation, and use these insights to continuously
innovation?
improve and optimize their sustainability-related busi-
ness endeavors.
Research Questions:
Theme 2: Implementation of Sustainable
Innovation  How do firms reconcile the social/environmental and
Consumer adoption of sustainable innovation is critical the economic dimensions of new products when
for new product success. Research from consumer these aspects do not go together? Is there a dark
behavior could shed light on key influences on consumer side of sustainable innovation?
sustainable consumption (e.g., Goldstein, Cialdini, and
Griskevicius, 2008). Successful implementation of sus-  How do firms communicate the benefits of sustain-
tainable innovation requires collaboration across the able products to facilitate quicker adoption of such
entire business ecosystem. There are many research products? How should firms communicate the value
opportunities surrounding the effective implementation of sustainable innovation to investors to maximize
of sustainable innovation including the development of firm valuation? What factors maximize stakeholders’
initial ideas into concrete new products, introduction of perception of the value of sustainability?
sustainable products in the marketplace, and managing
 What metrics should firms use to measure their sus-
the network of partners to facilitate the success of these
tainability performance? How should firms measure
innovations (Varadarajan, 2017).
and quantify the linkages between inputs and outputs
Research Questions:
of sustainability? On a global scale, how could the
 How could firms first get buy-in from employees ramifications of sustainable innovations be assessed
and then leverage the knowledge and expertise from and monitored?
INSIGHTS FROM THE 2017 PDMA-UNH DOCTORAL CONSORTIUM J PROD INNOV MANAG 307
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