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| Author: | Calantone, R. J. Schmidt, J. B. Song, X. M. |
| Title: | Controllable factors of new product success: A cross-national comparison |
| Journal: | Marketing Science
1996 : VOL. 15:4, p. 341-358 |
| Index terms: | NEW PRODUCTS SUCCESS RESEARCH PRODUCTION MANAGEMENT INTERNATIONAL MARKETING COUNTRY COMPARISONS |
| Language: | eng |
| Abstract: | This study advances the literature on new product performance in several ways. Most previous work focused on a single country, this study uses data from three countries, being the first cross-industry and cross-national comparative study of the controllable factors associated with new product success in the U.S. and China. The findings provide important managerial guidelines concerning appropriate managerial actions to take in the new product development process for new product managers. Firms are advised to build appropriate new product development resources and expertise. The results reveal that a higher proficiency in marketing and technical activities leads to a higher level of new product success. |
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