New Product Scenarios: Prospects for Success
Open Access
- 1 March 1981
- journal article
- research article
- Published by SAGE Publications in Journal of Marketing
- Vol. 45 (2) , 48-60
- https://doi.org/10.1177/002224298104500205
Abstract
New product development and launch is a critical but high risk corporate endeavor. This article examines almost 200 industrial new product introductions in order to identify the ingredients of new product success. A categorization scheme, involving scenarios of new products, is developed from the data, and proves useful in assessing the merits and dangers of various types of new product projects.Keywords
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