Rapid technological development has lead to a
trend for discontinuous new products emerging on the market. The Roles of Marketing and Industrial Design in Discontinuous NewProduct Development explores the marketing and industrial development process for discontinuous
innovations and concludes that it is an unconventional. What's the end advice? managers must consider
the implications in industrial design and marketing activities when developing
discontinuous product and imbed in the process a full dose of design thinking for maximizing NPD efforts.
