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| Author: | Ottum, B. D. Moore, W. L. |
| Title: | The Role of Market Information in New Product Success/Failure |
| Journal: | Journal of Product Innovation Management
1997 : JUL, Vol. 14:4, p. 258-273 |
| Index terms: | PRODUCT FAILURES NEW PRODUCTS MARKETING INFORMATION |
| Language: | eng |
| Abstract: | Although no single variable holds the key to new product performance, many of the widely recognized success factors share a common thread: the processing of market information. Understanding customer wants and needs ultimately comes down to a company's capabilities for gathering and using market information. And another well-acknowledged success factor the integration of marketing, R&D, and manufacturing focuses on the sharing of information processing - the gathering, sharing, and use of market information - plays a pivotal role in determining the success or failure of its new products. |
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