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| Author: | Cooper, R. Kleinschmidt, E. |
| Title: | New product success factors: a comparison of 'kills' versus successes and failures |
| Journal: | R. and D. Management
1990 : JAN, VOL. 20:1, p. 47-63 |
| Index terms: | NEW PRODUCTS SUCCESS R&D MANAGEMENT |
| Language: | eng |
| Abstract: | Study observing the differences among new product successes, failures and kills, with a sample of 250 new projects of which 123 were successful, 80 failed and 47 were kills. Test of two hypotheses. Four groups of multidimensional project characteristics measures: project advantage, market attractiveness, competitive situation, and synergy and familiarity. Background. Methodology. Data measurement. Market characteristics and interpreting the patterns. Implication of the results and product advantage. Four Tables and a Figure illustrate the study. |
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