2021Scientific literature91 citations Open Access

Virtual Reality in New Product Development: Insights from Prelaunch Sales Forecasting for Durables

Nathalie Harz, Sebastian Hohenberg, Christian Homburg

Journal of Marketing

Leverage (statistics)

This investigation examines how consumer durable goods producers can leverage virtual reality for new product development. First, the authors develop a prelaunch sales forecasting approach with two...

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2021Academic literature91 citations Open Access

Research Library

Virtual Reality in New Product Development: Insights from Prelaunch Sales Forecasting for Durables

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