MCT: A Multibrand Concept Testing Methodology for New Product Strategy

Authors: Kamel Jedidi, Sharan Jagpal, and Jamil Maqbul

Format: Journal Article

Publication Date: January 1, 2006

Journal: Journal of Product Innovation Management

Full Citation

Jedidi, Kamel, Sharan Jagpal, and Jamil Maqbul. “MCT: A Multibrand Concept Testing Methodology for New Product Strategy.”

Journal of Product Innovation Management

vol. 24, (January 01, 2006): 34-51.