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| Author: | Souder, W. Song, X. |
| Title: | Contingent product design and marketing strategies influencing new product success and failure in US and Japanese electronic firms |
| Journal: | Product Innovation Management
1997 : JAN, VOL. 14:1, p. 21-34 |
| Index terms: | INNOVATION MANAGEMENT JAPAN |
| Language: | eng |
| Abstract: | The commercial success or failure of a product doesn't rest solely on the whims of the marketplace. the myriad, often independent, strategic trade-offs made throughout the product development process go a long way toward determining whether a product succeeds or fails. the key to success often rests in finding the right combination of product design and market choice decisions. The findings related to market choice strategies also support the notion that the correct combination of strategic decisions depends on firm size, culture, and the perceived level of market uncertainty. |
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