New product developm ent has a long his tory in marketi ng incl udi ng research on cus tom er preferences (Green and Wind 1975, Green and Sri ni vas an 1990, S ri nivas an and S hocker 1973), product pos it ioning and s egmentati on (C urrim 1981, Green and Kri eger 1989a, 1989b, Green and R ao 1972, Haus er and Koppel m an 1979), product forecas ti ng (Bass 1969, J am i es on and Bas s 1989, Kalwani and S i lk 1982, Mahaj an and Wind 1986, 1988, M cF adden 1970, Morri s on 1979), and tes t m arket ing (Urban.
