| Author: | Davis, J. S. |
| Title: | New product success & failure: three case studies. |
| Journal: | Industrial Marketing Management
1988 : MAY, VOL. 17:2, p. 103-109 |
| Index terms: | NEW PRODUCTS MARKETING STRATEGY MARKETING CHANNELS |
| Language: | eng |
| Abstract: | Influential factors in explaining new product success are discussed. Previous studies are examined, literature is reviewed. A process model is outlined. Three cases involving new product introduction are described, each from a different industry. Success and failure is evaluated, factors influencing the market introduction are identified and examined. Findings are provided as relevant to a large industrial sector. The optimum period for product market launch is discussed. The technical risk in taking shortcuts is emphasized. Marketing management implications are summarized. |
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