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| Author: | Sarin, S. Kapur, G. M. |
| Title: | Lessons from new product failures: five case studies |
| Journal: | Industrial Marketing Management
1990 : NOV, VOL. 19:4, p. 301-313 |
| Index terms: | INDUSTRIAL MARKETING NEW PRODUCTS CASE STUDIES BUYING CENTRES PRODUCT FAILURES |
| Language: | eng |
| Abstract: | Longitudinal observation of five new product cases in the context of India /a leakage current breaker, a washing machine, an electronic motor starter, a long-lasting nickel-cadmium battery, and a portable edge marking machine/ shows that the development and successful management of new products is fraught with failures, risks, and difficulties. Ten answers are given to the question why the products failed. Deficient activities and deficient resources are latent causes for failure. A framework for forewarning is developed consisting of the spatial nature of the buying centre, competitive intensity, ease in segmentation focus, perceived commercial uncertainty, product performance communicability, nature of market demand, and customer urgency. |
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