The purpose of this paper is to study the link between a company's external environment and the realisation of its innovation processes. The main result states the coexistence of two different markets, a virtual market and a real market during the new product development. The innovation processes are designed and developed in the virtual market while the new products are commercialized in the real market.
XUEREB, J.M. (1993). Stratégies d'innovation dans les secteurs de haute-technologie : le piège du marché virtuel. Recherche et Applications en Marketing, pp. 23-44.