University of Calgary Research Study

When is Sales a source of competitive advantage in identifying new ways to create and capture customer value? What factors increase the effectiveness of Sales this capacity?

Stakeholder engagement has a significant impact in strengthening the success of new products. In fact,  investing more time to identify and formulate customer problems, strengthens the quality of the customer needs analysis and in turn, strengthens new product performance.

In October of 2021. Dr. Mark Ward, Dr. Oleks Osiyevskyy, & Dr. Scott Radford at the Haskayne School of Business, University of Calgary conducted research to understand the Relationship between the Sales Function and New Product Development.


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