New Products: What Separates Winners from Losers?
- 18 September 1987
- journal article
- Published by Wiley in Journal of Product Innovation Management
- Vol. 4 (3) , 169-184
- https://doi.org/10.1111/1540-5885.430169
Abstract
There is no issue more fundamental to new products managers than understanding the factors that separate success from failure. In this article, Robert Cooper and Elko Kleinschmidt present a series of ten hypotheses which they test using data obtained from their study of 203 new products. Significantly, these products include both commercial successes and failures, since previous studies have concentrated on either one or the other. The authors conclude that product superiority is the number one factor influencing commercial success and that project definition and early, predevelopment activities are the most critical steps in the new products development process. Success, they argue, is earned. It is not the ad hoc result of situational or environmental influences. Synergy, both marketing and technical, is crucial.This publication has 18 references indexed in Scilit:
- Criteria for screening new industrial productsIndustrial Marketing Management, 1984
- The Performance Impact of Product Innovation StrategiesEuropean Journal of Marketing, 1984
- Protocol: New Tool for Product InnovationJournal of Product Innovation Management, 1984
- DESIGN: A POWERFUL BUT NEGLECTED STRATEGIC TOOLJournal of Business Strategy, 1984
- New Product Scenarios: Prospects for SuccessJournal of Marketing, 1981
- Project NewProd: Factors in New Product SuccessEuropean Journal of Marketing, 1980
- Identifying industrial new product success: Project NewProdIndustrial Marketing Management, 1979
- The Dimensions of Industrial New Product Success and FailureJournal of Marketing, 1979
- SAPPHO updated - project SAPPHO phase IIResearch Policy, 1974
- The ‘Hungarian sappho’: some comments and comparisonsResearch Policy, 1974