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| Author: | Cooper, R. G. |
| Title: | New products: what distinguishes the winners? |
| Journal: | Research Management
1990 : NOV-DEC, VOL. 33:6, p. 27-31 |
| Index terms: | NEW PRODUCTS SUCCESS PROFIT FINANCIAL PERFORMANCE PROFITABILITY |
| Language: | eng |
| Abstract: | An accurate understanding of why new products succeed or fail is vital to improve new products performance. If the keys to success are descriptors of the product, market, technology, or their synergies, then this knowledge can be built into the project screening. The end result is sharper evaluation decisions, more focus, and better use of scarce development resources. New product success was defined in a number of ways including: whether the product's profits met or exceeded the company's financial criterion for success; the product's profitability level; the new product's market share after year 3; the degree to which the product met company profit and sales objectives. |
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