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| Author: | Cooper, R. G. Kleinschmidt, E. J. |
| Title: | Success factors in product innovation. |
| Journal: | Industrial Marketing Management
1987 : AUG, VOL. 16:3, p. 215-223 |
| Index terms: | NEW PRODUCTS INNOVATION |
| Language: | eng |
| Abstract: | One of the most crucial problems in managerial decision-making: how to determine the rate of innovation. Bringing more and more new products to the market the business risks grow rapidly. The most important success factors are identified. From the examination of the case histories of more than 200 new products three factors were emerging: the financial performance and the new opportunities opened up by the product development and at last the impact on the market share. Some factors proved to be ineffective: low prices, order scale, design. The next conclusions were drawn: 1. the success is multidimensional, 2. it has a logical path, 3. it depends on product characteristics, 4. on the promotion program, 5. synergy is vital. |
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