search query: @author Crawford, C. M. / total: 7
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| Author: | Crawford, C. M. |
| Title: | New product failure rates: a reprise |
| Journal: | Research Management
1987 : JUL-AUG, VOL. 30:4, p.20-24 |
| Index terms: | NEW PRODUCTS INNOVATION |
| Language: | eng |
| Abstract: | Very high new product failure rates are regularly reported in the business press. A review of the 1979 situation using various criteria is given. Four success (or failure) factors are discussed: nature of the organization doing the innovating; nature of the thing (product or process) that was innovated; when is a new product born; what constitutes failure or success (technical uniqueness; comparative advantage; market position; sales; profit; return on investment etc.). Seven post-1979 studies are briefly reviewed. Failure rates in these new studies varied from 24 to 98 %. Some conclusions are drawn regarding the product innovation strategy. A large-scale longitudinal study of product innovation would be necessary. |
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