search query: @author Easingwood, C. J. / total: 3
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| Author: | Storey, C. Easingwood, C. J. |
| Title: | Types of new product performance: Evidence from the consumer financial services sector |
| Journal: | Journal of Business Research
1999 : OCT, VOL. 46:2, p. 193-203 |
| Index terms: | Financial services Products Performance appraisal Consumers United Kingdom Europe |
| Language: | eng |
| Abstract: | Using the results of a large survey of new consumer financial services, this research investigates the benefits that new products bring to a company. It is argued that merely assessing sales, market share, and profits ignores such wider reasons for developing new products as developing a market or improving customer loyalty. Three distinct dimensions of performance are identified, that is, sales performance, profitability, and enhanced opportunities. In this paper it is found that highly successful new products must produce multiple benefits. It is also found that appr. half the value derived from the introduction of the new products is derived from company benefits. As such, these wider benefits ought to be used as performance measures for new products. |
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