Effective new product development

Some companies put a very high emphasis on effective new product development.   Others do not.  Discuss how a company’s investment in “new product development” impacts its business plan and marketing strategies (and tactics).   What are some of the critical factors associated with a new product’s success or failure?  

Identify and compare at least two actual examples from the business world.  Please provide reference sources. At least 2 pages needed APA format.

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