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| Author: | Cooper, R. Kleinschmidt, E. |
| Title: | Performance typologies of new product projects |
| Journal: | Industrial Marketing Management
1995 : OCT, VOL. 24:5, p. 439-456 |
| Index terms: | MANAGEMENT NEW PRODUCTS PROJECTS |
| Language: | eng |
| Abstract: | New product success is a vital but elusive goal for many firms. The last two decades have witnessed numerous studies into new product successes and failures in an attempt to uncover what makes a winner. Indeed, myriad characteristics, factors, and practices have been found that appear to discriminate between successful and unsuccessful new products. With few exceptions, much of this research has tended to view new product performance on a undimensional continuum, usually financial performance (e.g., profitability). |
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