@inbook{publication-16947,
	address={Hoboken, New Jersey},
	author={Hietschold, Nadine},
	booktitle={Leveraging Constraints for Innovation: New Product Development Essentials from the PDMA},
	editor={Gurtner, Sebastian and Spanjol, Jelena and Griffin, Abbie},
	isbn={978-1-119-38930-9},
	number=3,
	pages={39-58},
	publisher={Wiley},
	title={The Consumer as the Last Constraint – Addressing Psychological Constraints in New Product Development},
	year=2018,
}