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| Author: | Cooper, R. |
| Title: | Debunking the myths of new product development |
| Journal: | Research Technology Management
1994 : JUL-AUG, VOL. 37:4, p. 40-50 |
| Index terms: | PRODUCT DEVELOPMENT COMPETITIVE ADVANTAGE CHEMICAL INDUSTRY |
| Language: | eng |
| Abstract: | Too many myths prevail about how to manage new product projects. This article probes what truly separates winners from losers in the new product game. It reports the results of a study of 103 new product cases from 21 majoe firms and divisions in four countries. Key success factors are identified - factors that distinguish the successful projects from the commercial duds. These factors cover a broad spectrum: from elements of competitive advantage to market attractiveness to the way people are organized into project teams. |
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