The Dimensions of Industrial New Product Success and Failure
Open Access
- 1 June 1979
- journal article
- research article
- Published by SAGE Publications in Journal of Marketing
- Vol. 43 (3) , 93-103
- https://doi.org/10.1177/002224297904300310
Abstract
This article reports the results of Project NewProd, an extensive investigation into what separates successful from unsuccessful new industrial products. Multivariate methods are used to probe this success/failure question. The dimensions underlying success and failure are identified. The dominant role of product strategy and the need for a strong market orientation clearly are demonstrated.Keywords
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