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| Author: | Schmidt, J. B. Calantone R. J. |
| Title: | Are really new product development projects harder to shut down? |
| Journal: | Journal of Product Innovation Management
1998 : MAR, VOL. 15:2, p. 111-123 |
| Index terms: | PROJECT MANAGEMENT NEW PRODUCTS PRODUCT DEVELOPMENT |
| Language: | eng |
| Abstract: | Effective managers' must recognize when it's time to terminate a new product development (NPD) project. As a product progresses towards commercialization, a manager's reluctance to terminate a failing project becomes increasingly expensive. This paper hypothesizes that reluctance may be even more pronounced for innovative new products than for incremental NPD efforts. Perhaps the excitement that really new products engender within a company makes managers more reluctant to shut down the NPD project even in the face of clear-cut evidence that the project is not a winner. |
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