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| Author: | Cooper, R. |
| Title: | New products: the factors that drive success |
| Journal: | International Marketing Review
1994 : VOL. 11:1, p. 60-76 |
| Index terms: | INNOVATION MANAGEMENT PRODUCTS |
| Language: | eng |
| Abstract: | What are the keys to superior new product performance? The present paper integrates the results of several of NewProd studies of hundreds of new product successes and failures. It identifies the key drivers of new product performance, where "performance" is measured in a variety of ways, including profitability, market share, meeting objectives, impact on the company and speed to market. Finally this article identifies four most important determinants of cycle time reduction. |
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