Gomez Albrecht, M., Green, M., & Hoffman, L. (2023). Principles of Marketing. Rice University. Read Chapters: 10.3: The Use of Metrics in Evaluating New Products.
Cooper, R. G. (2019). The drivers of success in new-product development. Industrial Marketing Management, 76, 36–47. https://doi.org/10.1016/j.indmarman.2018.07.005
