search query: @author Calantone, R. / total: 18
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| Author: | Calantone, R. |
| Title: | Controllable factors of new product success: a cross-national comparison |
| Journal: | Marketing Science
1997 : VOL. 16:1, p. 341-358 |
| Index terms: | CONTROL PRODUCTS SUCCESS |
| Language: | eng |
| Abstract: | While the new product literature suggests that managerially controllable factors most strongly affect new product success, few studies have examined how these factors differ across countries. The objectives of this article are: (1) to develop a model of managerially controllable factors associated with new product success, (2) to directly compare the factors that managers perceive to be associated with new product success in the United States and China, and (3) to demonstrate the application of various statistical analyses. |
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