Virtual Reality in New Product Development: Insights from Pre-Launch Sales Forecasting for Durables

Harz, N.; Hohenberg, S.; Homburg, C.

Research article (journal) | Peer reviewed

Details about the publication

Journal: Journal of Marketing (J Mark)

Volume: 86

Issue: 3

Page range: 157-179

Status: Published

Release year: 2022

Keywords: development; forecasting

Professorship of Digital Transformation: Impact on People, Economy, Society (Prof. Hohenberg)